Tuesday
Oct122010

Usually Uncovered, Marisa Miller Getting Coverage In Capt. Morgan, NFL Ads

First mate Marisa Miller in the new Captain Morgan campaign; she also has scored a role as NFL spokesperson.October 11, 2010: Marisa Miller, a model best known for being sparsely attired in her Victoria's Secret and Sports Illustrated swimsuit photos, now has two high-profile gigs that will provide her with a lot of coverage: As "First Mate" in Diageo's new Captain Morgan campaign, and as a spokesperson for the NFL.

Both efforts will enable Miller to show off her assets, although with slightly more — albeit still relatively risqué — attire than she has donned in the past.

Diageo, which earlier this year unveiled Miller as its spokesperson, this week broke its "First Mate" campaign, which will be anchored by print, Internet including social media and a dedicated YouTube section, out-of-home including billboards and bus wraps and "various social responsibility communications and event appearances." Captain Morgan, whom Diageo said has been "roaming the high seas alone for more than 375 years,"  gets a new partner in a story line that "chronicles [Miller's] new responsibilities . . . including what it takes to protect the Captain's world famous spiced rum – attitude and some serious sword-handling skills."

The campaign also supports the launch of the First Mate Fund, a non-profit fund established by the Captain Morgan brand to award grants to several charitable organizations that focus on responsible drinking awareness and education. Diageo said that additional information about the First Mate Fund and its beneficiaries would be unveiled over the next few weeks.

Miller and the Captain Morgan campaign were feted during a party this past weekend in Las Vegas.

Marisa Miller's Sports Illustrated swimsuit issue cover from 2008."Celebrating in Las Vegas with the Captain was an experience unlike any other,"  Miller said in a statement.  "It was great to share in the excitement of the world premiere of the 'Welcome to the Captain's World' video with so many Captain-faithful in Vegas!  I'm looking forward to helping launch the First Mate Fund, which will further our efforts to make sure everyone follows the Captain's orders and drinks responsibly!"

Meanwhile, the NFL confirmed reports that Miller has been signed as a spokesperson over the next two seasons, beginning with the International Series in London on Oct. 31 between the Denver Broncos and San Francisco 49ers. The league said that Miller, a native of California who is a fan of the 49ers, would appear in TV and print. Initial ads show her in an off-the-shoulder workout shirt and bikini bottoms with the text, "Marisa Miller: Super Model," with "Model" crossed out and replaced by the word, "Fan."

Miller appeared on the cover of the 2008 Sports Illustrated swimsuit issue and was in every swimsuit issue from 2002-2008, including shots in the "body painting swimsuit" section. In addition to Victoria's Secret, she also has done campaigns for Harley-Davidson, Tommy Hilfiger, Van's, Nordstrom, Guess, J. Crew and Bath & Body Works. The NFL deal was first reported by The Hollywood Reporter.

Diageo's brands include Johnnie Walker, Guinness, Red Stripe, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Back to Ad Campaigns

Back to Home Page