Dive Brief:

• Rum brand Bacardi yesterday debuted "The Angel's Share," a digital short film co-directed by actor and filmmaker Michael B. Jordan and Emmy-nominated director Paul Hunter, according to a news release provided to Marketing Dive. The content is the first to promote Bacardi's premium collection, which launched in April.
• The film tells the story of the legacy of Bacardi, centering on "the angel's share," which refers to the liquid that evaporates during the rum's aging process, and how because Bacardi premium rum is aged under the Caribbean sun, more angel's share is lost than for other spirits. The film, which Jordan and Hunter conceptualized, follows three characters, including a Maestro de Ron, a bartender and Bacardi family member, to tell their version of the angel's share story.
• The campaign, developed with BBDO New York, will run on digital channels and target connected TV, YouTube and full-episode players. It will also include out-of-home in markets including New York, Miami, Los Angeles, Chicago, Washington and Atlanta. In addition, social vignettes will air on Bacardi-owned channels and Jordan's Instagram page.

Dive Insight:

Featuring shots of aged rum barrels, people dancing and old family photographs, Bacardi's short film celebrates its Caribbean roots, telling its brand story and educating drinkers about how its rum is crafted. Tapping popular actor and filmmaker Michael B. Jordan as one of the directors is a strategic move that could generate social media buzz and help drive sales around the holidays, one of the key seasons for sales of spirits like rum.

Jordan, who has 8.3 million Instagram followers, is one of the most popular celebrities around, known for his roles in "Black Panther" and "Creed II," which is in theaters now. While celebrity endorsements aren't always the best way for brands to reach millennials, endorsements that combine celebrity recognition, authenticity, trustworthiness and brand match can be effective. As a self-described "rum guy" who shared memories of his grandmother making rum cakes with Bacardi, Jordan appears to score high on these metrics.

Brands continue to embrace and experiment with original digital video as a way to connect with consumers in authentic ways and build brand loyalty. Bacardi is likely targeting millennials, who have shown a preference for spirits over beer, especially favoring rum. Video is also millennials' preferred and most memorable marketing format, and 85% say they've purchased a product or service after watching a brand's video, a Brightcove study found.

"The Angel's Share" follows an energetic music- and dance-focused campaign that Bacardi released in May featuring the tagline "Do What Moves You." The campaign featured a 60-second video starring professional dancers and a track by DJ group Major Lazer. Bacardi also teamed up with Major Lazer on an initiative called "Music Liberates Music," and tapped SoundCloud to extend the campaign.

Jordan has quickly become an in-demand talent for celebrity endorsements and brand collaborations. Earlier this year, Jordan starred in a campaign for Brisk iced tea, a product offered by the PepsiCo and Unilever tea partnership, to help launch the brand's arts program. The Creators Class program joins industry leaders and emerging artists in urban areas for mentorship and collaboration. The brand also tapped Jordan to direct, produce and star in a video celebrating artists' "creative hustle," and offer creators the chance to win an apprenticeship with Jordan.