Captain Henry Morgan's Historic Real-Life Adventures Inspire New Action-Packed Ad Trilogy

NORWALK, Conn., March 15, 2013 /PRNewswire/ -- Few dare to look uncertainty straight in the eyes without blinking, or set sail for a destination that's open-ended; however, one need only look to the famed 17^th century privateer, Captain Henry Morgan, for inspiration to live adventurously. This inspiration comes to life today as the CAPTAIN MORGAN^® brand announced the world premiere of "Perfect Getaway" – the first episode of the spiced rum brand's new ad Trilogy that introduces viewers to the depths of Morgan's world and his adventures aboard his flagship, The Satisfaction.

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Set in 1668 Port Royal, Jamaica, "Perfect Getaway" opens with Captain Henry Morgan atop a ladder set against a battery wall. With paintbrush in hand, Morgan implements his strategy to rescue one of his crew members held captive by his nemesis, Don Alonzo. Little do viewers know that this prisoner is worth more than meets the eye.

Creating a world based on the historical accounts of the real-life Captain Henry Morgan is no small task, which is why the CAPTAIN MORGAN^® brand worked with Academy Award-nominated director Todd Field to produce the three-part commercial series.

"It's kind of amazing how many people are unaware that Morgan's legacy existed long before he appeared on the label of a bottle," said three-time Academy Award-nominated writer/director Todd Field. "The job of everyone on our team was to bring Morgan's adventurous spirit to life through this Trilogy – to try and paint as compelling a picture as possible of his world, and the people who might have really populated it at that time."

Shot in an undisclosed exotic location, the magnitude of the project rivaled the work of many motion picture productions, from explosive special effects to constructing a replica of The Satisfaction to utilizing over 450 extras throughout the shoot. Nathan Crowley, Academy Award-nominated production designer for blockbusters including Batman Begins, The Dark Knight Rises and John Carter, also joined the team to visually bring the world of Henry Morgan to life.

"Successfully capturing the look and feel of a 17^th century Port Royal, Jamaica was integral to making this project visually impactful," said Crowley. "Our team created a world that viewers can believe in and one that further characterizes Captain Henry Morgan himself."

The next installment of its "To Life, Love and Loot" ad campaign, the CAPTAIN MORGAN^® brand continues to explore the depths and complexities of the man who has become synonymous with spiced rum, and emphasizes Captain Henry Morgan's historic legacy through the new Trilogy episodes – each building on the one which precedes it.

"We continue to take great pride in the fact that the legacy of our brand is built on real-life adventurer Captain Henry Morgan, and embrace his character as the source of our inspiration for developing innovative marketing campaigns," said Tom Herbst, Vice President, CAPTAIN MORGAN^®, Brand Director in the United States. "Through the Trilogy series we hope to show that every adventure is one worth celebrating responsibly, and we hope that adult consumers everywhere will aspire to do the same."

Created by Anomaly Advertising, "Perfect Getaway" of the new Captain Morgan Trilogy series will debut this Sunday, March 17^th during the new episode of AMC's Walking Dead. The :30 and :60 second spots will continue to air in general rotation across sports and entertainment television broadcast affiliates, including ESPN, ESPN DEPORTES and TBS, with the remaining two episodes, "Cave" and "Fire Ship," premiering later in 2013. In addition, each episode will be viewable on the brand's YouTube channel (http://www.youtube.com/captainmorgan) and Facebook page (www.facebook.com/CaptainMorganUSA). 

Whether tuning in to join Captain Henry Morgan in his episodic Trilogy or embarking on your own adventure with your crew, the CAPTAIN MORGAN^® brand reminds adult consumers everywhere to raise your glass – always in moderation!

About Diageo
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray, Guinness, Beaulieu Vineyard and Sterling Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

SOURCE Diageo