BACARDÍ debuts new ‘Pass the Beat’ summer campaign starring Major Lazer & Anitta

Helmed by director Jovan Todorović of Stink Productions and developed by BBDO New York, the track and ad spot were filmed entirely in Costa Rica, directly inspired by BACARDÍ’s Latin Caribbean island roots. Against the backdrop of the country’s colorful street corners and sprawling beach scenes, the final piece showcases stellar vocals and choreography, courtesy of Brazilian-born artist Anitta, and epic Latin pop-and-dancehall beats from Major Lazer.

In the spot, BACARDÍ, Major Lazer and Anitta visually reenact the creative process through which artists inspire other artists, passing on their energy and creativity from one to another – all while capturing quintessential summer moments that blend together great music, dynamic energy and BACARDÍ rum.

Beginning with an intimate studio session with Major Lazer, where the beat originates, and culminating at a lively Caribbean concert with Anitta, Pass the Beat relies on creative camerawork, and visual passing that occurs from frame to frame as the beat and vibe is established. Each frame reveals a contributing artist to the beat, each seamlessly passing it from the studio, to the beach, to the underground party, to the beachfront concert through BACARDÍ cocktails, musical instruments, dance moves, and more.