Diageo has just released #LiveLikeACaptain, a new music video from grime star Lady Leshurr, promoting responsible drinking. The video marks Diageo’s commitment to lead the way by working with partners to reduce misuse and change people’s attitudes towards alcohol.
With lyrics written by Lady Leshurr and grime producer, Swifta Beater on production duty, #LiveLikeACaptain is accompanied by a music video which sees Lady Leshurr weave in and out of 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.
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.”
Lady Leshurr said: “#LiveLikeACaptain to me is about being responsible when drinking, knowing who’s around you and more importantly being able to remember your night too. After all, you want to be able to share your experiences with your friends and what better way for me to help drive that message than through music.”
#LiveLikeACaptain has launched alongside information to educate consumers about responsible drinking to help them make more positive choices. This online hub, likeacaptain.com encourages consumers to interact with tips and tools for their chance to unlock tickets to an exclusive upcoming Lady Leshurr gig. Supporting content across the Captain Morgan social channels will also help to deliver Lady Leshurr’s own tips to enjoy a more responsible but always fun night out with friends.
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