Captain Morgan is enlisting the help of a viral social media star to challenge the common responses when people choose a non-alcoholic beverage.
Showcased across TVC and digital and produced by Outsider, the campaign is the first advert for Captain Morgan’s new alcohol-free variant.
Created by Anomaly, the 20-second film aims to challenge the negative societal pressure of being asked ‘Why aren’t you drinking’, when people choose a non-alcoholic beverage.
Starring internet sensation Nick Fraser, the campaign draws inspiration from the content creator’s ‘Why You Always Lying’ video, which went viral in 2015.
It takes place at a house party and features a guest making himself a drink with Captain Morgan 0.0% – but finds himself unable to answer when a friend asks him why he is not drinking.
On cue Fraser jumps up, asking “Why” before singing a rendition of his infamous song, with the lyrics twisted to ‘Why You Always Whying’.
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Directed by Karien Cherry, the campaign is designed to challenge people to stop asking questions and normalise alcohol moderation in social settings.
“For the launch of Captain Morgan’s first alcohol-free offering, we wanted to do something fun to challenge people to stop and think before asking ‘Why aren’t you drinking’. We hope this ad will make people laugh and think in equal measure,” said Captain Morgan global brand director, Samori Gambrah.
“We want to use the power of our marketing to make responsible drinking a social and cultural norm and partnering with viral sensation Nick Fraser – who exudes creativity, humour and spice – helped deliver an important message in a unique and fun way.”
Fraser added: “It’s been great bringing back a meme I made a long time ago – from the production to the director and the team, it’s all been a brilliant experience.”
As an alcohol-free spirit, the campaign is also designed to contribute to the parent brand, Diageo‘s Spirit of Progress ambition of reaching 1 billion consumers with moderation messages by 2030.
“We based this work on an insight people experience when choosing a non-alcoholic drink – coming up against the same question time and time again; “Why?”,” said Anomaly London executive creative director Joe Corcoran.
“As soon as you hear that question, it sort of kills the vibe. The ‘Spice On’ attitude is about embracing whatever your choice is. You do you.
“Once we added the brilliant Nick Fraser to that, it just made everything so much fun, which is what choosing a non-alcoholic drink should be.”
Captain Morgan’s latest advert follows in the wake of its ‘Spice On’ campaign, released last year to encourage consumers to ‘authentically express themselves’.
