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Premium Rum brand Bacardi recently debuted "The Angel's Share," a digital short film co-directed by actor and filmmaker Michael B. Jordan and Emmy-nominated director Paul Hunter, according to a news release provided to Marketing Dive. The content is the first to promote Bacardi's premium collection, which launched in April. The film tells the story of the legacy of Bacardi, centering on "the angel's share," which refers to the liquid that evaporates during the rum's aging process, and how because Bacardi premium rum is aged under the Caribbean sun, more angel's share is lost than for other spirits. The film, which Jordan and Hunter conceptualized, follows three characters, including a Maestro de Ron, a bartender and Bacardi family member, to tell their version of the angel's share story. The campaign, developed with BBDO New York, will run on digital channels and target connected TV, YouTube and full-episode players. It will also include out-of-home in markets including New York, Miami, Los Angeles, Chicago, Washington and Atlanta. In addition, social vignettes will air on Bacardi-owned channels and Jordan's Instagram page.