Raúl stars in new rum adverts for Bacardi's Havana Club brand

Raúl has become the new face of Bacardi's Havana Club brand.

The rum, distilled in Puerto Rico, is based on an original recipe created by the Arechabala family in Cuba in 1934, capturing the exhuberant spirit of the Golden Age in Havana.

The marketing campaign emphasises this - conveying the authenticity of the rum's Cuban heritage. As well as starring Raúl - a Cuban-American actor - the campaign was written produced and directed by Cuban exiles in Miami, features a poem by written for the activation called Island Body and is available in both English and Spanish.

The adverts culminate with the tagline: 'Forced from home. Aged in exile. Forever Cuban.'

There are three different adverts available for each language - 15 seconds in length, 30 seconds or 60 seconds. You can watch the English 60 second advert below and find the rest on our dedicated Marketing Videos page.