Their Caribbean roots with BACARDI for the program launch ‘Break Free’

‘Sound of Rum’ Partnership With Major Lazer

‘Break Free’ is the name of a new ad from Bacardi that introduces audiences to a vibrant Caribbean town with residents that seem to go about their every movement in loops—in a style that reminds of Instagram’s Boomerang feature.

It is only when the residents of the town come together in a celebration with shared drinks and dance that they are truly able to “break free,” leaving them to live and move freely from the style of looping, GIF-like movements that they are accustomed to.

The partnership originally began in Jan. 2017, to bridge the connection between island music and the brand’s 150-year history of rum. The new program will reportedly represent, “a movement of sound that blurs the lines between reggae, dancehall, hip-hop and electronic music to bring people of different genres together,” a statement from BACARDI reads.

The multifaceted nature of this collaboration is fitting, considering The Sound of Rum is impossible to confine within a single category — it’s irrepressible, aware of tradition but never hemmed in by it, with elements pulled from various music.

Major Lazer member Diplo suggested that his group’s relationship with Bacardí was a natural fit. “We’re down with working with people who want to accelerate what we want to do musically, invest in our ideas, and create cultural moments and memories,” he said in a statement.

“Bacardí rum has been in the studios with us for ages and is part of the island vibe that inspires our sound, so the partnership comes from a deeper, more meaningful place.”

“The way Bacardí celebrates music and culture matches how we celebrate music and culture,” added Major Lazer’s Walshy Fire. “They totally feel us when we say we want to make the world smaller by making the party bigger.”

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