Bacardi has been heavily promoting its message of “don’t drink and drive” to present itself as a responsible brand. To effectively do so, Bacardi had appointed Michael Schumacher a while back as its brand ambassador (similar to Johnnie Walker using Mika Hakkinen).
In the video, Michael and Salvatore “The Maestro” Calabrese, who is one of the world’s top cocktail mixers (glorified bartender?), tries to mix a cocktail with Michael zipping around the track in a Maserati GranTurismo. Obviously we know that it’s a recipe for failure and disaster. Quite symbolic of drinking and driving.
Do you guys think ads like these are effective?