Panamanian rum brand Ron Abuelo showcases Three Angels rum in its new campaign.

Three Angels rum has been double matured in white oak ex-bourbon barrels.

The campaign, devised by creative agency Purple Creative, aims to highlight the “flavour and smoothness of the new rum”.

The hero film follows three angels as they fly over the Panamanian countryside and end up creeping into a bodega, taking rum from the casks on the top shelves/

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Purple Creative creative director Gwyn Edwards said, “Rather than create a functional campaign, detailing the rum’s product attributes, we really wanted to lean into the Three Angels name and story – to turn an everyday process into something more magical evoking the angels share. The resulting film allows us to romanticise rum-making in a new and evocative way.”

Alongside the film, the rum brand has also launched a series of static visuals shot by still-life photographer Ted Humble-Smith.

A launch event was held for the campaign at the Panama Canal Museum.

It launched in Panama and will be rolled out globally throughout 2025 across print, digital and social media channels.