The campaign, which begins this week, was created by Lowe Howard-Spink and targets 18- to 21-year-olds.
It considers what would happen if the laid-back people of the Caribbean
took life as seriously as those in the rest of the world.
The first ad to air, ’contenders’, features Caribbean fishermen being
trained to take fishing seriously by a gung-ho fanatic. The trainer puts
the fishermen through their paces, slapping one around the face with a
fish.
The ad cuts to a bottle of Malibu in a shack-style bar, and a voiceover
explains that if Caribbeans were uptight, Malibu would never have been
made. It ends with the line: ’Seriously easy going.’
Another TV ad, ’bus’, and poster work will follow in the coming
months.
Alison Ashworth, Malibu’s brand manager, said: ’We’re re-introducing
Malibu to a fresh audience and revitalising its image. Our research
shows young adults have rejected most of the 80s values we are so
familiar with, and this campaign will strike a chord with them and make
the brand more relevant.’
The TV ads were written and art directed by Lowes’ creative director,
Charles Inge, and directed by Traktor at Partizan Midi Minuit. Media
buying is through Carat.
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