After a Captain & Coke, ordinary people could tap into their mischievous alter egos. Flashing 'the Pose' symbolized boldness and irreverence. It was a sign for people behaving with theatrical confidence. It showed that there's a normal way to do things and then there's the Captain Morgan way to do things.
Social responsibility spot
After a night out, our target (21-29yo guys) came home (with a pizza) to late night TV and saw us.