• by Teresa Buyikian , 2 hours ago

Bacardi is returning to its Puerto Rican roots for its latest ad effort.

The most recent execution of the brand’s “Do What Moves You” platform taps Puerto Rican artist and Grammy award–winning producer Tainy, along with fellow Puerto Rican director Alfred Marroquin, fresh off directing the Bad Bunny Super Bowl LX halftime show last month.

The result is a :30 short “inspiring movement, celebrating culture and honoring the power of music to bring people together,” according to the brand.

The film features a track teaser for Tainy’s new reimagined version of the Latin classic “Tu Sonrisa” (Your Smile) by Elvis Crespo, considered a quintessential merengue song since its release in 1989.

The film, seen here, opens on a Puerto Rican street scene, then cuts to images of people relaxing inside their apartments: a woman wearing a red light mask, a man on the phone and another woman cooking, all of whom are curious about music coming from floors above them. As they leave their apartments to investigate, the elevator opens to reveal a lively rooftop sunset dance party. A super reads, “When the beat hits, do what moves you.”

“The new campaign exemplifies Bacardi’s commitment to celebrating the moments where music, movement, rum, and culture intersect,” said Pedro Mendonça, global senior vice president, Bacardi and rums.

Created in partnership with BBH USA, the ad will run on cable networks including MTV, NBC and Bravo, in addition to streaming platforms such as Netflix, Amazon, Paramount+ and Hulu. It will also roll out across key markets worldwide, including the U.S., Canada, Mexico, the U.K. and the Netherlands. Tainy’s version of “Tu Sonrisa” will be available on social platforms and later debut in full on Spotify, Apple Music and all major music streaming platforms.