Vinnie Jones in new Bacardi campaign

Bacardi frontman Vinnie Jones adopts a Lock, Stock and Two Smoking Barrels pose for the rum brand's Christmas six-sheet poster campaign. The £500,000 ads will appear in major UK cities during the first two weeks of December, with 60% located within 250 metres of high street bars, pubs and clubs. Bacardi estimates the posters will be seen by 6.7 million people, and by 40% of all 18- to 34-year-olds. Each will see the ads, which aim to convey the brand's Latin Quarter party theme, 15 times on average. Marie Carter, Bacardi-Martini's senior trade marketing manager, said drinkers tend to be more promiscuous in their drinking habits at Christmas, so a campaign targeting people just before they go into a bar will keep Bacardi front of mind. Media buying is by Universal McCann.