Bacardi Rum has launched “Do What Moves You”, a global campaign, celebrating Latin culture and the infectious rhythms that move people, inspired by Puerto Rico and powered by one of music’s biggest hitmakers, Puerto Rican artist and Grammy Award–winning producer, Tainy.
In collaboration with Puerto Rican director Alfred Marroquin, Tainy is launching a track teaser for his reimagined version of the beloved Latin classic “Tu Sonrisa” by Elvis Crespo in a lively 30-second campaign film. Marroquin and Tainy are both the go-to collaborators for the biggest names in music, Marroquin known for his creative direction across photography, music videos and half time shows and Tainy who has helped shape the sound of modern Latin Trap music that continues to dominate the worldwide charts.
“I grew up listening to ‘Tu Sonrisa’, and the moment I hear those opening notes, I’m immediately transported back to Puerto Rico. It’s such an honour to get this opportunity to work alongside Elvis and breathe new life into this song for Bacardi Rum,” said Tainy. “This is a song that is deeply personal to me, and I’m excited for the next generation to fall in love with it the same way I did almost 30 years ago.”
The new campaign film, created in partnership with BBH USA, will be featured on cable networks including MTV, NBC, and Bravo, as well as streaming platforms including Netflix, Amazon, Paramount+ and Hulu. It will also roll out across key markets worldwide, including the U.S., Canada, Mexico, the U.K., and the Netherlands.
The teaser of the new track will be available on social platforms and later debut in full on Spotify, Apple Music, and all major music streaming platforms.
“Music, movement, and storytelling are universal languages,” shares Marroquin. “With this film, we wanted to capture rhythm in motion, how it shows up in everyday moments and brings people together across places and cultures. BACARDÍ Rum doesn’t just make rum; it embodies the rhythm, energy, and joy of Puerto Rico. Our film shows how music turns ordinary moments into celebrations, with BACARDÍ Rum bringing the energy of every scene.”
Pedro Mendonça, Global SVP Bacardi and Rums, adds, “The new campaign exemplifies Bacardi’s commitment to celebrating the moments where music, movement, rum, and culture intersect. We’re thrilled to partner with two Puerto Rican powerhouses, TAINY and Alfred Marroquin, to reimagine a classic song and demonstrate how a beat can elevate everyday experiences into something electrifying.”