Diageo owned rum brand Captain Morgan has developed a comedy short sending up the New Year fitness regime with a parody that features its iconic pirate ambassador.
The tongue in cheek infomercial sees the brand’s mascot extolling the many and varied virtues of striking the familiar Captain Morgan pose (one leg raised as if standing on a Keg) in “the most intense full body fitness program ever created by a pirate”.
“Pirates are know for three things,” says Captain Morgan reclining in a chair, “looting, pillaging and developing high-intensity, low-impact resistance training programs”. A series of warnings at the beginning of the video states thatworkout should not be attempted whilst "wearing tight fitting European swimming trunks” or when “working in a mine with hazardous gases”.
The comedic promotion forms part of the brand’s year-long ‘One Million Poses’ campaign on Facebook; a social media quest to see one million fans of the rum brand striking the iconic Captain Morgan pose and telling their own personal stories.
Every time someone uploads a pose the brand donates $1 to the ‘First Mate Fund’, which supports responsible drinking initiatives and other programs that benefit communities, thereby aiding the brand in exercise its corporate social responsibility.
The campaign was kick started with ‘The World’s Largest Pose,’ a 180 ft. mosaic comprised of 500 people stretching across the pitch at New Meadowlands Stadium.
The brand also entered into an endorsement deal with Victoria’s Secret Angel and model Marissa Miller last year, who then went on to represent the brand in a series of Pirates of the Caribbean style sword fighting ads and at various events as the Captain’s first mate.