• by Amy Corr , October 14, 2016

There are those who seize the day, and those who "Carpe Noctem," according to a TV and social media campaign for Bacardi. Spoiler alert: The rum brand wants the night owls.

"We Are the Night" highlights the merging of various nighttime personalities after a long work day. It's told from the point of view of a passenger in a taxi. The rider sees the "Brave Shirts," or men who wear loud, obnoxious tops with confidence; "Glow Gals," who have their face buried in their phones; the "Careless Dancers," "Midnight Feasters" and the "Last Train Sprinters," or anyone who has ever hauled ass to catch the final train of the night. "We are the night," closes the ad, created by BBDO New York and directed by Michel Gondry.