Isn’t it just the strangest coincidence that there would be another spiced rum with a nautical theme, after the tremendous success of Captain Morgan’s? But to be fair, their wonderful ad slogan of “Yo ho ho and a bottle of rum”, launched as it was years and years before the actual launch of the brand Captain Morgan, just to build up interest and anticipation for a pirate-themed rum beverage, was a fantastically successful “teaser” ad years before it became so ubiquitous. So the Captain Morgan’s ad agency really knew this pirate thing would catch on eventually, so they planned ahead: and it really worked well! And this was the origin of the “teaser” ad, as we all know.
Okay, so that’s just silly, but this ad and this campaign is really fun! I love the use of the black & white cross-hatched etching look to the animated imagery. But when they say the people who believe in a Kraken are never seen again, does this mean that they drink too much of it by themselves at home and become alcoholic hermits and die alone? It could be read in that way, you know. Or do they simply mean that anyone who refers to the consumption of alcoholic beverages as “monstrous” will be eradicated? It might mean that as well. But it seems kind of threatening, doesn’t it? (Unless what it really does is make you invisible? Then you could be a superhero or a spy! {But they might be able to detect you if you drink too much rum and they can smell your breath.})
Or am I misreading this spot by focusing too heavily on the language they’re using? Perhaps what they’re really going for here is the idea of the Kraken stopping and smashing ships that are engaged in drunk sailing, suggesting that we shouldn’t drive drunk unless we want to be gobbled up by a sea monster. (Hey: It could happen! I heard it happens to lots of people near the beach and stuff when they drink and drive. In fact, it is a little-known fact that the push against drunk driving has also saved lives when it prevented drivers from being attacked and consumed by the Kraken, because it can smell the rum on people’s breath. It’s true, but the government will deny it, as usual!)
What they ought to do is say that the Kraken seems all scary and stuff, but that it’s really a misunderstood “party beast”! And then they could show it at a bar in a house party as a bartender, making drinks for everyone! And to help remind people about not drinking and driving, when some buzzed partygoer tries to leave the party intending to drive home, the Kraken could take his car keys away from across the room by reaching out with one of its tentacles (while still mixing drinks, etc.)! Now wouldn’t that be a more fun way of communicating that message than we usually get in ads?
Here’s the ship-smashing sea serpent spot:
And here’s a clip-art picture of an octopus bartender, just to give you a rough idea of what this might looks like:
