The advertisement, "strong arm" features a reference to one of Jones' most notorious incidents, where he discouraged rival footballer Paul Gascoigne from shadowing him too closely in eye-watering fashion.
It was created by McCann-Erickson London, and starts in a packed bar, where Claudia Aros, the beautiful lady, is beating a tough-looking man in an arm-wrestling contest.
Jones believes he can beat her and saunters up to the table. DJ Normski, a real-life friend of Jones, eggs him on.
Claudia is unfazed and squeezes two limes together in one hand to demonstrate she won't be a pushover, while Jones winces in mock pain. While the pair prepare to do battle, the audience are unaware of the fact that Claudia has kicked off a shoe and is running her leg up Jones' thigh, ruining his concentration and winning the match. Jones bangs a bottle of Bacardi down on the table in front of her threateningly, but then proceeds to smile and mix a Bacardi and Coke.
The ad was written by Luke White, creative director at McCann-Erickson, and directed by Howard Greenhalgh at Godman Films. Media planning and buying is through Universal McCann. It is the third in the series of Bacardi ads starring Jones, following on from "ice" and "bartray".
Chris Hunton, chief executive of McCann-Erickson London, said: "The 'Latin Quarter' ad campaign has been a huge success to date. Awareness for Bacardi has been growing with each execution and now 87% of all target 18- to 24-year-olds have seen them."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .