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.
![](https://rpmltd.com/wp-content/uploads/2023/08/CM-AFRICA-HYSSO_LOCKUP-1-1200x813.jpg)
Testimonial
![](https://rpmltd.com/wp-content/uploads/2023/07/APPROVED-SHOT_CM-Africa-Spice-On_End-Frame-1200x763.png)
![](https://rpmltd.com/wp-content/uploads/2023/07/APPROVED-SHOT_CM-Africa-Spice-On_Pineapple-1200x570.png)