Nadal, The Agony Champion.

Tagline "Work Hard. Play Hard." comes to mind. Bacardi attempt to tackle the drunk and disorderly behaviours of the western world and especially the reoccuring image conveyed by celebrities in media. Nadal and Barcardi recognise conjunctively that athletes and in general, successful people deserve timeout from the grafting and proactive lifestyle, however reinforce it with a power message.  Drink alcoholic beverages to a minimum and learn how to "call it a night". Health vs Fun.

"I'd always tell my friends where the line is." Pictures speak a thousand words. Nadal models at the court, the thought of standing at the bar or drinking is on his mind. The racket is displayed like a negative/ neutral sign but could also be playing with the idea of being served. Here Nadal dipicts two ideas- being passive to drink and focused on the game, his training, what he strives- to win- as well as, inviting us to imagine him at a bar.

Next it's all about choices. Nadal cements a serious tone to this imagery with his facial expressions, and standing at a bar with an emptied glass. Nadal projects the "timeout" sign with a watch displayed on his wrist. Nadal knows his limits. "Be A Champion" refers to Nadal's competencies, personality traits and how one can master conduct in and outside of sport. Self-Control is paramount. Bacardi successfully converts the stereotypical illusion of club, nightlife and the negative trails that follow it. Nadal is promoted to World Role Model. Bacardi opt as the leading agony aunt of brands, influencing one to make choices and be socially responsible, dropping the assumption that to enjoy one self and party like celebrities, involves excessive consumption. Alcohol just got a makeover and stepped out of it's comfort zone.