• The Miami Herald, Thursday, April 3, 2008 11:30 AM

Bacardi's new Champions Drink Responsibly advertising campaign features Formula 1 racecar driver Michael Schumacher as its "global social responsibility ambassador." In the campaign, Schumacher urges consumers to take a taxi when they go out drinking. It will roll out in 40 countries with ads, promotional events and digital media.

The television commercial shows two valets outside a nightclub fighting over who is going to park Schumacher's car. When Schumacher pulls up in a taxi and gets out, he explains, "When I go for a drink, my car stays at home."

The campaign is part of an increased focus by spirits companies worldwide to reduce drunk driving. Bacardi's campaign is unique in that it doesn't highlight any brand. "We are not advertising Bacardi," says Andreas Gembler, Bacardi president and CEO. "You don't see a product of ours anywhere."

Read the whole story at The Miami Herald »