Captain Morgan Unveils New Advertising Campaign "To Life, Love and Loot"

NORWALK, Conn., May 19, 2011 /PRNewswire/ -- For the first time in Captain Morgan's nearly 60-year history, the brand has launched a new advertising campaign that takes its inspiration from the real-life privateer and rum icon, Captain Henry Morgan. In advance of the national television debut in early June, the first "To Life, Love and Loot" commercial, entitled "DIVE," was unveiled exclusively to fans in attendance at 14 parties celebrating the Captain's birthday, and can now be viewed on the CaptainMorganUSA Facebook page and YouTube channel.  

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Academy Award-winning director Tom Hooper joined Captain Morgan aboard a 17th Century replica of the Galleon Andalucia – amongst other undisclosed tropical locations – to film the three feature film-caliber executions. Hooper, who was honored with the Academy Award for Achievement in Directing (Best Director) at the 2011 Oscars for The King's Speech, is world-renowned for his riveting period pieces -- one of the many reasons Captain Morgan engaged him to lead the new campaign.

"In paying homage to Captain Henry Morgan in our marketing efforts for the first time, we took great care to ensure that his portrayal of the time period was as authentic as possible," said Tom Herbst, Brand Director, Captain Morgan USA.  "When viewers see the spots from 'To Life, Love and Loot,' they will be struck by the richness and detail that only Tom Hooper can bring to life."

Set in the mid-1600's, the campaign tells an interpretive, witty narrative about a great leader who fearlessly protected his crew and had the ability to gracefully navigate whatever life threw his way.  The first spot, "DIVE," showcases Captain Morgan and his unique prowess in diffusing a potentially violent situation when his crew is surprised by an enemy ship. To everyone's amazement, the Captain prevents an inevitable attack by executing a picture-perfect dive from his ship into the sea below, protecting his crew and ultimately transforming enemies into friends.

"As our consumers continue to evolve and expand their interests, we recognized that Captain Morgan himself needed to evolve with them," said Herbst. "Each spot in the 'To Life, Love and Loot' campaign showcases a new side of the Captain and reinforces to them that even today, they can live like the Captain lived."

In addition to "DIVE," the campaign also features a second 60-second execution entitled, "GLASS," and a dedicated 30-second responsible drinking ad entitled, "RIDE HOME," which debuts the brand's new social responsibility message: Raise your glass, always in moderation.

Created by Anomaly, the "To Life, Love and Loot" spots will air in general brand rotation throughout the summer on top sports and entertainment outlets, including ESPN, TBS and TNT.  

About Tom Hooper

Born in London, Tom Hooper has been making films since the age of 13. In 2005, he directed the historical HBO/Channel 4 miniseries Elizabeth, which won three Golden Globes and nine Emmy Awards, and then in 2008, directed the HBO miniseries, John Adams, which swept the Golden Globes and won 13 Emmys, the most ever awarded to a program.

Tom Hooper's latest film, The King's Speech, starring Colin Firth as King George VI, recently won four Academy Awards including Best Director and Best Picture. The film is Hooper's second major theatrical feature and stormed the 2011 awards season, earning numerous Golden Globe and BAFTA Awards and garnering Hooper the Best Director honor at the DGA Awards.

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, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

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