With an international cast of 120 and aerial and underwater photography filmed in the warm sea off Malta, the first commercial in Bacardi's ambitious new "Spirit of Bacardi" campaign can only be described as an extravaganza.

"Island," created by Young & Rubicam Advertising and directed by Sam Brown ("one of the U.K.'s hottest pop promo directors"), depicts the multinational crew of "hip and spirited" young adults arriving on small boats to create their very own island by heaving stones into the water and adding sand and palm trees. There's no dialogue but plenty of energetic activity -- including dancing and (but, of course) preparation of Bacardi cocktails -- all to the throbbing Latino beat of "Danca Loca" by Sao Benitez.

The campaign is premised on "the desire to get together with friends and create rewarding and memorable experiences," in the words of Bacardi rums VP, managing director Monsell Darville -- a message that resonates with the brand's adventurous, "get the most out of life" target consumer. The theme also ties in with the brand's "global brand values and Latin spirit," conveying inclusiveness as well as optimism, imagination and a pioneering spirit, explains Bacardi.

The timing reflects not just the need to have a new campaign in place for the critical holiday season, but also the first application of extensive, new worldwide research conducted to get a deeper understanding of what the brand means to consumers, Bacardi rums brand director Maggie McDonnell tells Marketing Daily. "Warmth and passion" are key attributes associated with Bacardi, and the research points to consumers "giving us permission to share that warm side of the world any time of the year," she added.

The first commercial (available in :20, :30 and :60 spots) will run in markets around the world, starting this month in the U.S., Puerto Rico and Germany. The Netherlands, Canada and other markets will follow.

In addition to television, the campaign will encompass out-of-home, cinema and print platforms, and "heavy" public relations and digital campaigns to drive consumer and trade awareness. Digital elements include YouTube, iPhone/iPod downloads, and Facebook and Twitter campaigns. The commercial can also be viewed on Bacardi.com.

Production costs aside, Bacardi USA is spending multimillions on media buys alone for the October - December U.S. portion of the campaign.

Recession or no, rum and vodka (respectively, the second and first most-consumed liquors, though rum has about half of vodka's share) continue to do quite well -- functions of their versatility, pricepoints and other factors -- and Bacardi continues to be the world's leading brand by a significant margin.

According to The Beverage Information Group (BIG) data cited by cheersonline.com, U.S. rum sales increased 2.7% last year, to reach nearly 25 million nine-liter cases total. Premium brands were even more successful, jumping 8%. The continuing popularity of the Mojito and the revival of Tiki drinks have contributed to the growth, but rum lends itself to drinks ranging from the "very complex" to most basic, notes McDonnell. (Bacardi and cola is the world's No. 1 cocktail.)

Privately held parent Bacardi Limited does not release its sales data. According to BIG's estimates, Bacardi USA's volume gained 2% last year, to reach nearly 9.4 million nine-liter cases. Second-place Captain Morgan gained 4%, to reach 5.5 million nine-liter cases.

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