With apologies to John Donne, no ad is an island, entire of itself…any ad’s isolation diminishes me, because I am involved in adland. Yes, indeed I feel diminished when a great brand like Bacardi creates an ad that when all is said and done stands alone like an island in the sun. Especially an ad as beautifully executed as this one that is intended to kick off a global campaign.
In fairness to Bacardi, their new “Island” spot is featured on their website, on their Facebook fan page and on Twitter. But ironically, here you have an ad that shows “hip and spirited” young adults creating their very own party island which looks like a ton of fun and all the viewer can do is watch. There is no way for the target to actually participate, no way for them to engage with the brand on any meaningful level.
If you visit their YouTube, Facebook or Twitter pages, you’ll begin to understand what I mean. All of these Bacardi pages talk at the consumer rather than inviting conversation. There seems no intent on listening or engagement. A consumer question on YouTube about the music in the TV spot is left unanswered. Each of their recent posts promotes the new “Island” TV spot or a review of said spot. These posts are dry and factual without any of the spirit showcased in the ad, without a point-of-view that could attract future interest.
Beyond the apparently slapped on social media effort, the campaign screams for promotional components that extend the idea of a perfect party island. Maybe these are in the works, maybe not. Will there be a chance to win your own party island, in the Caribbean or at a local bar? Can we anticipate a “mobile social” mash-up with Loop’d that gathers friends for a spontaneous island party? MediaPost reports that we can expect an iPhone app but will this be more than the wallpaper downloads offered on their website? Should we look forward to on-premise and off-premise islands of activity? I guess we’ll just have to wait and see.
Bacardi is not a client of ours but boy do I think they could benefit from a little Renegade thinking. Their “hip and spirited” target is merciless with their time and brand evaluations. They can smell an insincere social media commitment a mile away. But they do love a party. Turn the Island campaign into a archipelago of adventure and they’ll drink in all you’ve got to offer at every point of contact.