The Zombie - Bacardi | Clapboard Ad Archive

Bacardi’s 2018 campaign The Zombie, conceived in partnership with BBDO, boldly channels the brand’s reputation for spontaneity and festive energy into a cinematic film that reimagines the classic tiki cocktail through the lens of pop culture horror. With a visually arresting execution that taps into the zeitgeist of the zombie genre, the spot leverages what Clapboard’s taxonomy identifies as FORMAT#12—Parody or Borrowed Format, appropriating the language and motifs of horror films to dramatize the cocktail’s potent and refreshing effect. Bacardi positions the Zombie not simply as a beverage but as an embodiment of the thrilling unpredictability that defines its global brand DNA, using evocative imagery and kinetic storytelling to draw viewers into a world where the boundaries between party and performance blur. Set against the vibrant landscape of the alcoholic drinks market, the campaign deploys the hashtag #DoWhatMovesYou to invite consumers to embrace experiences as bold as the cocktail itself, amplifying social conversation while anchoring the film’s narrative in Bacardi’s core promise of liberation and self-expression. Eschewing linear storytelling or conventional product demonstration, The Zombie instead deploys genre tropes—chilling suspense, theatrical characters, and playful tension—to elevate the drink into a cultural statement, aligning Bacardi with audiences who seek both spectacle and substance in their social rituals. Garnering more than 1.1 million views, the campaign achieved significant reach and resonance, cementing its status as a multi-platform activation that bridges entertainment and marketing with flair. The campaign earns 63/100 in Clapboard’s global creative archive. In a market saturated with literal product messaging, The Zombie stands out as a testament to the enduring power of genre-led narrative and branded entertainment to create lasting relevance, precisely because it invites audiences to see the product as a protagonist in their own adventurous stories.