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Michael B. Jordan directs ad for Bacardi

Bacardi rum has unveiled The Angel's Share, a short film co-directed by actor Michael B. Jordan. The film is the first digital ad for the brand's new premium collection, which launched earlier in 2018.

Jordan stepped behind the camera with Emmy-nominated director Paul Hunter to tell the story of family, legacy and the Bacardi rum ageing process.

The film centers on “The Angel’s Share” – the term used to describe that as a spirit is aged in a barrel, some of the liquid evaporates. What is lost is known as ‘the angel’s share’. With shots of aged rum barrels, dancing and old family photographs, the film celebrates the traditions of the brand’s Caribbean roots.

“This is an exciting time for rum, and as a rum guy, I knew I had to be a part of this project,” said Michael B. Jordan. “Rum has always been a part of my life. My grandmother made her famous rum cakes which were only ever made with Bacardi – so I feel a special connection to the brand. It’s been a pleasure to work with my friend and mentor Paul Hunter and the entire team to bring my creative vision to ‘The Angel’s Share.’”

Conceptualised by Jordan and Hunter, the artfully crafted film follows three characters – a Maestro de Ron, a bartender and a Bacardi family member – who each tell their own version of the angel’s share story. The new campaign seeks to educate consumers on how rum is crafted through the Latin Caribbean inspired story.

“We first connected with Michael last year when he attended No Commission – our art platform in partnership with The Dean Collection. When it came time to produce ‘The Angel’s Share’ film, we knew he was the perfect person to get behind the camera to tell our story,” said Roberto Ramirez Laverde, Vice President, Bacardi for North America. “Watching Michael on set during the shoot was amazing – he has an eye for storytelling and was extremely adept at bringing the story to life.”

In April, as part of the premium portfolio, Bacardi launched Añejo Cuatro and  Gran Reserva Diez to join the pre-existing Gran Reserva Limitada, along with the redesign and repackaging of the private family blend Bacardi Reserva Ocho. 

“The Angel’s Share” campaign, which was developed by BBDO New York, will run throughout a variety of digital channels, targeted towards super premium environments, including connected TV and full episode players. Out-of-home will run in markets including New York, Miami, Los Angeles, Chicago, Washington D.C. and Atlanta.

To view “The Angel’s Share” films, visit

4 December 2018 - Sam Coyne The Drinks Report, editor