RSA chooses Uruguay for high profile ad campaign
When RSA (Ridley Scott Associates), who have offices in London, New York, Chicago, Los Angeles and Hong Kong, were looking for a location to stand in as Cuba for their Bacardi campaign, they chose Uruguay.
Directed by Jake Scott, son of Ridley, the series of nostalgic ads - based on real life historical events - aims to focus on the longevity behind the Bacardi brand, now over 150 years old. The executive producer for RSA was Tracie Norfleet.
The concept behind the commercials was to evoke the history of the Cuba Libre, aka rum and Coke, which was created around 1900. There is a school of thought that the cocktail got its name (Free Cuba) as it marked the country’s fight for independence from Spain - aided by the then Colonel Theodore Roosevelt - around that time. Bacardi’s Captain Morgan brand is known in the US as Captain Roosevelt.
An international perspective
Jacaranda Films, which has offices in Uruguay, Argentina and Chile, was the service production company. They helped RSA with the choice of four different locations in which to film the three commercials.
Jacaranda Films was founded in 2007 in Argentina by Remi Noiriel, with its main focus being the production service of TV commercials. They opened an office in Montevideo, Uruguay in 2010, and another in Santiago, Chile in 2012.
The three countries complement each other, and having the three offices means the team at Jacaranda can offer a wide range of locations, from deserts and beaches to countryside and mountains. They also advise on a wide variety of urban locations, architecture, and climate. Jacaranda Films’ works mainly with production companies from the US and Europe, with clients including Bridgestone, Nike, Budweiser and Samsung.
Spoilt for choice
Although there are many service companies covering Argentina, Uruguay and Chile, Noiriel knew it was important to have an office and permanent staff in each one to guarantee the quality of the service and a fast response to requests. The clients find it a huge plus to have just one point of contact offering three different country locations. It also means Jacaranda can be objective with their advice about which of the three countries best suits the client’s needs, rather than each country competing to win the job.
The locations chosen for the Bacardi commercials campaign were: Colonia - a perfect old colonial city; Montevideo – in an old factory which ‘played’ a rum distillery; Punta del Este - in a part with tropical trees and Garzon, a little village with unpaved streets. Because of political restrictions in Cuba, filming there was out of the question, but these Uruguay locations were the ideal choices to conjure up how Cuba would have looked in the early 1900s.
All three commercials have now been launched; one is six minutes long. You can see the full campaign here.