The new TVC is set against Nigerian Afrobeats singer, songwriter Yemi Alade's track Baddie and stars award-winning comedian Mpho Popps as the voiceover.

According to the brand, Alade's song reflects Captain Morgan's "You do You" attitude that's synonymous with Spice On, while Popps's personality and playful inclusivity made him the best choice for the voice-over.

Celebrating a group of friends that bring their individuality to the table, the TVC follows a protagonist as she moves through a series of vibrant settings on her way to a DJ set. The protagonist brings her own 'spice' to each scene with playful twists on how to enjoy Captain Morgan. 

The creative sees Captain Morgan debut its vibrant new pack design in Africa, putting the quality, flavour and spice of the liquid at the forefront of the design, says the brand.

The new pack also includes a refreshed version of the brand's famous Captain icon, maintaining recognisability while allowing the liquid to shine through as the hero.

Initially launching in Kenya and South Africa before being rolled out to markets across Africa, the digital-first campaign will run through the line with a 45-second TV commercial, social and digital edits as well as appearing in Out-of-Home and both on and off-trade retail channels.

Samori Gambrah, global brand director of Captain Morgan, says, "The new 'Spice On Africa' campaign is the first pan-African campaign we've seen at Captain Morgan and highlights our commitment to growing the brand in the region. Spice is what makes Captain Morgan delicious, but it's also an attitude — and this campaign is all about celebrating those who bring their unique 'spice' to the party. I've loved working with our Captain Morgan teams and creative talent across Africa on this campaign."

"Captain Morgan in South Africa has seen significant growth over the last few years owing to its delicious taste, versatility and brand attitude — all of which have been increasingly resonating with our consumers," says Natalia Celani — marketing director at Diageo South Africa.

"The new Spice On Africa campaign is a celebration of those that, just like Captain Morgan, bring their unique self and spice to table. We are thrilled to be part of this campaign locally as we believe the diverse South African culture has got a lot of spice to add, and we look forward to celebrating this together in the next few months," adds Celani. 

The TVC stars talent from Kenya, Nigeria and South Africa and was created by creative agency RPM, which worked with acclaimed director Kyle Lewis and South African production company EGG films in Cape Town to bring the creative to life.

Lesibane Mohale, senior creative at RPM, says, "The vibe and energy on set was very special. With the cast coming from Nigeria, Kenya and South Africa, an amazing crew and our director, Kyle Lewis, this exciting production was a melting pot of diverse talent and unique cultures coming together."

"We wanted this campaign to connect with our audience by showcasing the warmth, vibrancy and spirit that can be found across this incredible continent, and it was a spirit that could be found on set," concludes Mohale.

For more information, visit www.rpmltd.com. You can also follow RPM on Twitter or on Instagram.