Bacardi Martini UK unveils new ad

Bacardi Martini UK has unveiled the final version of its new TV ad, part of a £7m relaunch of its core Carta Blanca brand.

Bacardi Martini UK has unveiled the final version of its new TV ad, part of a &£7m relaunch of its core Carta Blanca brand. The drinks company has pensioned off its DJ Ray character in favour of a more aggressive approach, aimed at 18 to 24-year-old males. The ad, which breaks next week, centres on a boxing match between a black man and white man in 1950s Cuba. The making of the ad, shot in the Dominican Republic, ended in controversy when agency McCann-Erickson decided to re-shoot the ending without the co-operation of original director Tony Kaye. It is thought the Kaye version will be shown in cinemas.

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