Bacardi takes the party to the road with ‘The Truck’ campaign

‘The Truck’ is an integrated campaign from agencies BBDO & OMD, which spans mobile, T.V and real life experience, all in the hope of connecting with the millennial generation.

The advert shows a house on the back of a moving truck, with people jumping on and having a great party as they travel, picking up more and more people as they go. It finishes with the phrase ‘there’s nothing in the way’ and followed by ‘Bacardi untameable since 1862’. It’s a clear appeal to the millennial stereotype of being wild and care-free, and to be honest it does make me want to go and party in the USA.

Fabio Di Giammarco, Global Vice President at BACARDÍ said: “We want to connect with Millennials in their preferred channels, so we’ve put together a really strong multi-channel approach across the entire program of activity.

“House Party, in particular, is an occasion where we can bring the BACARDÍ Untameable brand story to life in a more relatable way and celebrate those who use their ingenuity to let nothing get in the way of a great party.”

Initially I thought, OK it’s just like any other alcohol advert, but then Bacardi released that they will in fact be creating parties in the back of trucks. Kicking off with a Halloween party in Philadelphia, ‘the tour’ then moves down the east coast to Washington, Atlanta and Miami where it will join an art festival.

Bacardi state that the parties will provide ‘surprising creative moments and activations, musical performances and an overall party atmosphere’. I guess we will just have to wait and see if they deliver!

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