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Captain Henry Morgan's Historic Real-Life Adventures Inspire New Action-Packed Ad Trilogy

Captain Henry Morgan's Historic Real-Life Adventures Inspire New Action-Packed
                                  Ad Trilogy

Academy Award-Nominated Team Join Forces to Give Epic Story the Hollywood
Treatment it Deserves

PR Newswire

NORWALK, Conn., March 15, 2013

NORWALK, Conn., March 15, 2013 /PRNewswire/ --Few dare to look uncertainty
straight in the eyes without blinking, or set sail for a destination that's
open-ended; however, one need only look to the famed 17^th century privateer,
Captain Henry Morgan, for inspiration to live adventurously. This inspiration
comes to life today as the CAPTAIN MORGAN^® brand announced the world premiere
of "Perfect Getaway" – the first episode of the spiced rum brand's new ad
Trilogy that introduces viewers to the depths of Morgan's world and his
adventures aboard his flagship, The Satisfaction.

(Logo: http://photos.prnewswire.com/prnh/20120726/NY46254LOGO-c )

Set in 1668 Port Royal, Jamaica, "Perfect Getaway" opens with Captain Henry
Morgan atop a ladder set against a battery wall. With paintbrush in hand,
Morgan implements his strategy to rescue one of his crew members held captive
by his nemesis, Don Alonzo. Little do viewers know that this prisoner is worth
more than meets the eye.

Creating a world based on the historical accounts of the real-life Captain
Henry Morgan is no small task, which is why the CAPTAIN MORGAN^® brand worked
with Academy Award-nominated director Todd Field to produce the three-part
commercial series.

"It's kind of amazing how many people are unaware that Morgan's legacy existed
long before he appeared on the label of a bottle," said three-time Academy
Award-nominated writer/director Todd Field. "The job of everyone on our team
was to bring Morgan's adventurous spirit to life through this Trilogy – to try
and paint as compelling a picture as possible of his world, and the people who
might have really populated it at that time."

Shot in an undisclosed exotic location, the magnitude of the project rivaled
the work of many motion picture productions, from explosive special effects to
constructing a replica of The Satisfaction to utilizing over 450 extras
throughout the shoot. Nathan Crowley, Academy Award-nominated production
designer for blockbusters including Batman Begins, The Dark Knight Rises and
John Carter, also joined the team to visually bring the world of Henry Morgan
to life.

"Successfully capturing the look and feel of a 17^th century Port Royal,
Jamaica was integral to making this project visually impactful," said Crowley.
"Our team created a world that viewers can believe in and one that further
characterizes Captain Henry Morgan himself."

The next installment of its "To Life, Love and Loot" ad campaign, the CAPTAIN
MORGAN^® brand continues to explore the depths and complexities of the man who
has become synonymous with spiced rum, and emphasizes Captain Henry Morgan's
historic legacy through the new Trilogy episodes – each building on the one
which precedes it.

"We continue to take great pride in the fact that the legacy of our brand is
built on real-life adventurer Captain Henry Morgan, and embrace his character
as the source of our inspiration for developing innovative marketing
campaigns," said Tom Herbst, Vice President, CAPTAIN MORGAN^®, Brand Director
in the United States. "Through the Trilogy series we hope to show that every
adventure is one worth celebrating responsibly, and we hope that adult
consumers everywhere will aspire to do the same."

Created by Anomaly Advertising, "Perfect Getaway" of the new Captain Morgan
Trilogy series will debut this Sunday, March 17^th during the new episode of
AMC's Walking Dead. The :30 and :60 second spots will continue to air in
general rotation across sports and entertainment television broadcast
affiliates, including ESPN, ESPN DEPORTES and TBS, with the remaining two
episodes, "Cave" and "Fire Ship," premiering later in 2013. In addition, each
episode will be viewable on the brand's YouTube channel
(http://www.youtube.com/captainmorgan) and Facebook page
(www.facebook.com/CaptainMorganUSA).

Whether tuning in to join Captain Henry Morgan in his episodic Trilogy or
embarking on your own adventure with your crew, the CAPTAIN MORGAN^® brand
reminds adult consumers everywhere to raise your glass – always in moderation!

About Diageo
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an
outstanding collection of beverage alcohol brands across spirits, beer and
wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor,
Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas,
Baileys, Captain Morgan, Jose Cuervo, Tanqueray, Guinness, Beaulieu Vineyard
and Sterling Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 countries
around the world. The company is listed on both the New York Stock Exchange
(DEO) and the London Stock Exchange (DGE). For more information about Diageo,
its people, brands, and performance, visit us at Diageo.com. For our global
resource that promotes responsible drinking through the sharing of best
practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

Contacts:
Jim Sias             Travis Rexroad
Diageo              Taylor
646.223.2305        704.644.6931
jim.sias@diageo.com trexroad@taylorstrategy.com

SOURCE Diageo

Website: http://www.youtube.com/captainmorgan
 
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