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>>JUAN: This brand has 150 years, that is such a rich story and thatís why we want to tell it. We want to tell the consumer our story.
>>JEFF: Tell the people how it started, that it was a family, that it was in Cuba.
>>PAUL: Itís a story that needs to be told, because Bacardi as a brand actually has a story to tell.
We need a production company like RSA and we need a director like Jake Scott. For instance, Jake actually draws his own storyboards and by drawing his own storyboards heís got so deeply into the script that he exactly knows whatís going to happen in every frame of his film.
>>JAKE: Scripts are really unusual in terms of advertising, in terms of doing commercials and you donít get to do that often in TV commercials.
>>TOBY: The hero in the phase of his campaign is Emilio Bacardi and it was really important to get someone who could deliver accurately against what he was. We really lucked out in finding Brendan, because not only does he have those characteristics, the actual resemblance is striking when comparing the original archival photography of Emilio and Brendan.
>>BRENDAN: I have a duty not only to the client but to the Bacardi family itself, I donít want to let them down, I want to let them know how much of a heroic person Emilio actually was.
>>TOBY: With Maceo as well we found with Peter a phenomenal actor but also someone who physically looked a lot like Maceo.
>>PETER: I find him incredibly inspiring, itís based on not only history, but on people. Itís an honour to play him, he was an extraordinary man.
>>DAVID: In terms of the size, this would be big in Los Angeles and when youíre in another country is magnified, especially in South America.
This job was entirely about art department and wardrobe, you had to nail that properly and if you didnít, you failed. And with Tom Fodden and Kim Bowen they nailed it.
>>JEFF: Part of our whole thing with Bacardi is this flavour that we call Aheyo Modern, we want the film to look as though it was rediscovered in a vault somewhere.
>>PAUL: One of the most important things, one of the most important notions of the brand is this feeling of unquenchable spirit, men living with courage and thatís what Vivimos is, Vivimos is ëwe live!í.
>>JEFF: ëLive!í We live in spite of it, we live because of it, because we live in joy of it, we live in defiance of it.
>>JUAN: And if you think about it, there is nothing more important than to feel alive. Guys, we live, ëVivimos!í
Vivimos!