Rum brand Captain Morgan has launched ‘Thumbs’, a new global campaign which encourages in-person connection instead of screens. 

 

The advert shows thumbs scrolling on social media, seeing a Captain Morgan advert, and consequently “taking their humans” to meet up in person. Alongside the advert, Captain Morgan will hold activations worldwide to encourage people to connect in real life instead of online. 

 

The campaign in the next stage in the brand’s ‘Spice On’ platform, which celebrates the “unique spice” in individuals. 

 

Samori Gambrah, global brand director at Captain Morgan commented: “As a brand that celebrates spice and the unique character that each of us brings to the table, creating a campaign that encourages people to stop mindlessly scrolling in favour of meeting up with their friends in the real world was important to us. It’s during these real-world moments that we can all be our authentic selves and really appreciate what each of our friends brings to our crew.”

 

The campaign has rolled out in Canada, and will follow in Great Britain in 2025.