Unleashing Captain Morgan’s first pan-African campaign, Spice On

TVC Creation & Production

Following the successful launch of the brand’s wider Spice On campaign in GB and Europe, RPM were tasked with taking the platform and developing a 45-second TVC to mark the launch of the first ever pan-African campaign for Captain Morgan.

Celebrating a group of friends that bring their individuality to the table, the TVC follows our protagonist as she moves through a series of vibrant settings on her way to a DJ set. The protagonist brings her own ‘spice’ to each scene with playful twists on how to enjoy Captain Morgan. From a watermelon punchbowl to a BBQ pineapple & lemonade, she inspires her crew to get creative, culminating in someone dunking a chicken wing into their Captain & Cola.

Working alongside the Captain Morgan global and local teams, RPM brought to life the vibe and energy of the brand, and the continent, with this 45-second TV advert as part of a wider TTL campaign to include social and digital assets, out of home photography, and on-and-off trade assets.