Diageo has launched a new campaign to reduce alcohol misuse and change people’s attitudes towards alcohol using a music video from grime star Lady Leshurr.
Captain Morgan’s new #LiveLikeACaptain music video follows Lady Leshurr as she navigates the typical scenarios of a night out, narrating the potential pitfalls of excessive drinking. Half way through the song, she rewinds the night using her lyrics to tell an alternate story of a better night out where the fun is remembered because more positive choices were made. The lyrics in #LiveLikeACaptain were written by Lady Leshurr and produced by grime producer Swifta Beater. Carolyn Panzer, Global Alcohol in Society Director, Diageo said “Captain Morgan is a fun brand that also takes responsible drinking seriously. We know people want us to talk about moderation in a way that feels relevant to them, so partnering with influencers like Lady Leshurr is a great way to create authentic conversations on responsible drinking. We have a global goal of reaching 200 million people around the world with messages on moderation from our brands by 2025, and this campaign is a powerful example of one of our biggest brands helping us to achieve this.”
#LiveLikeACaptain has launched alongside information to educate consumers about responsible drinking to help them make more positive choices. This online hub - www. likeacaptain.com - encourages consumers to interact with tips and tools. youtube.com/ watch?v=ZvoB2a4mmgk&feature=youtu.be