Rio Ferdinand captains new Captain Morgan push

By Lisa Riley

Published: 10 May, 2017

Diageo has signed ex-England football captain Rio Ferdinand to head up a new global TV campaign for the rum brand.
The commercial, which kicks off today in the UK, features Ferdinand and brand ambassador Captain Morgan, and is focused on the former’s insatiable appetite for ‘fun and infectious’ humour. T

The duo is joined by other sporting stars, such as One-Day International cricket Captain Eoin Morgan and Argentinian polo Captain Nacho Figueras.

It forms part of a wider on and off-trade campaign, comprising experiental, digital, online, poster and social media activity, designed to spread the ‘live like the captain’ strap to a millennial audience “hungry for humour and relief” from today’s ever increasing pressure to be serious, said Diageo.

“We know that humour connects with our target audience and we expect that our well loved UK sports stars will ensure the campaign resonates with them and seeds the ‘Captain, Captain’ exchange in bar and beyond”, said Anita Robinson, category director – vodka, run, gin & Pimms, adding the ad redefined what it means to be captain.

Following its UK debut, the campaign will be rollede out globally throughout 2017 and into 2018.

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