BACARDÍ BRINGS PUERTO RICAN RHYTHM TO GLOBAL STAGE WITH TAINY

Bacardí’s new “Do What Moves You” campaign celebrates Puerto Rican rhythm and culture through a film featuring hitmaker Tainy. His reimagining of Elvis Crespo’s “Tu Sonrisa” fuses nostalgia with contemporary sound. Directed by Alfred Marroquin, the campaign rolls out globally, inspiring connection and celebration through music, movement and storytelling. 

For more than 90 years, Puerto Rico has been home to Bacardí rum, and the brand’s latest global campaign pays homage to the island’s vibrant cultural heartbeat. The “Do What Moves You” initiative, unveiled this month, places music and movement at its core, celebrating the rhythms of Latin culture through a new film featuring Puerto Rican hitmaker Tainy.  

At the centre of the campaign is Tainy’s reimagining of “Tu Sonrisa,” the beloved 1998 track originally performed by Elvis Crespo. For Tainy, the song carries deep personal resonance, having been part of his upbringing. His reworking of the track, with Crespo’s blessing, introduces it to a new generation while preserving the warmth and nostalgia of the original. Contemporary basslines, dynamic tempo shifts and modern percussion infuse the song with fresh energy, bridging classic Latin sound with today’s production style.  

The 30-second campaign film, directed by Puerto Rican creative director Alfred Marroquin, captures the spirit of everyday celebrations. Through a series of beat-driven vignettes, it portrays moments of connection, dance and joy, culminating in a sunset gathering that embodies the communal essence of Latin culture. Colourful visuals and rhythmic storytelling highlight how music and rum can transform ordinary moments into shared celebrations, reinforcing Bacardí’s message of freedom, movement and cultural expression.  

Tainy’s involvement underscores the campaign’s authenticity. As one of Puerto Rico’s most influential producers, his work has shaped the global sound of reggaeton and Latin pop. By revisiting “Tu Sonrisa,” he not only honours Crespo’s legacy but also demonstrates how Latin music continues to evolve while remaining rooted in tradition.  

Created in partnership with BBH USA, the campaign is designed for wide reach. It will air across major cable networks including MTV, NBC and Bravo, and stream on platforms such as Netflix, Amazon, Paramount+ and Hulu. The rollout spans key markets including the United States, Canada, Mexico, the United Kingdom and the Netherlands, ensuring Bacardí’s message resonates with diverse audiences worldwide.  

For Bacardí, “Do What Moves You” is more than a marketing initiative; it is a cultural statement. By aligning its brand with music, dance and storytelling, the rum maker reinforces its identity as a catalyst for celebration. The campaign reflects Bacardí’s longstanding relationship with Puerto Rico, where its distillery has been a fixture for generations, and highlights the island’s role as a global hub of creativity and rhythm.  

As the film and track reach audiences across continents, Bacardí hopes to inspire a new generation to embrace the joy of movement and the power of shared experiences. In blending heritage with innovation, the campaign illustrates how a brand rooted in tradition can remain relevant in contemporary culture, inviting people everywhere to “do what moves you.”