BACARDÍ® rum unveiled “The Angel’s Share,” a digital short film co-directed by actor and filmmaker Michael B. Jordan – marking the first digital ad spot for the brand’s new premium collection, which launched earlier this year. As part of its continued efforts towards the premiumization of the rum category, BACARDÍ enlisted Jordan – a self-professed “rum guy” – to cinematically capture the history, heritage, and story behind the aged premium rum portfolio.
Jordan stepped behind the camera with Emmy-nominated director Paul Hunter to tell the remarkable story of family, legacy and the BACARDÍ premium rum aging process. The rich, narrative-driven film centers on “The Angel’s Share” – the beautiful 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’, and as BACARDÍ ages its premium rums under the Caribbean sun, more angel’s share is lost than other spirits. With shots of aged rum barrels, dancing and old family photographs, the film celebrates the vibrancy, traditions and warmth of the brand’s Caribbean roots.
Michael B Jordan had this to say:
This is an exciting time for rum, and as a rum guy, I knew I had to be a part of this project. Rum has always been a part of my life. My grandmother made her famous rum cakes which were only ever made with BACARDÍ – 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.’
Conceptualized 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 immersive Latin Caribbean inspired story. “The Angel’s Share” film is part of Jordan’s latest effort to step behind the camera and develop a short film that creatively sheds light on the BACARDÍ premium aging process.