The campaign, created by Rainey Kelly Campbell Roalfe/Y&R, is worth 拢8m in the UK alone.
The launch of the "You in?" campaign marks a major change in Bacardi's global approach and invites consumers to join in with the brand's "free-spirited attitude to life".
"Swimming upstream", one of two ads in the drive, was shot in New York and features men dressed up as salmon running in a marathon.
The story follows two friends who are dared to take the free-spirited option and run the New York Marathon dressed as salmon -- in the opposite direction to everyone else.
"Swimming upstream" will launch at the premiere of the new 'Miami Vice' movie, starring Colin Farrell and Jamie Foxx.
The second spot is called "don't let the day get away" and is set to Primal Scream's 'Moving on Up'.
A group of friends climb up successive floors to stay in the sunlight as they drink Bacardi.
At each floor they make new friends and as the setting sun's shadow arrives they continue moving up the building until they eventually swarm onto the rooftop to enjoy the last rays of sunshine.
Both ads end with the tagline "You in?"
Andrew Carter, marketing director for Bacardi Brown-Forman brands, said: "We feel that the creative executions of 'You In?' capture the warm and optimistic personality of the Bacardi rum brand while embracing individuality and a free spirited approach to life.
"The humorous and fresh approach to our new campaign will relate strongly to our core consumers while continuing to position Bacardi rum strongly as a credible and cutting-edge brand."
A poster campaign will run alongside the ads and media planning is by Universal McCann.
Rainey Kelly landed the 拢90m global creative Bacardi Martini account following a five-way pitch that lasted nearly six months in December.
Bacardi cut its ties with McCann Erickson in 2004, ending a 10 year relationship after the agency failed to come up with an alternative strategy to its "Welcome to the Latin Quarter" idea.
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