This execution leverages Inner Circle Rum’s unique history to tell consumers why it is the world’s best rum and that it was not made for them! Inner Circle was made by four directors of a Colonial Sugar Refinery to be the best in the world. Made to be savoured by them and their friends, it was certainly not made to be sold! By posing questions to the audience around whether they have emulated movie characters in any way, the spot uses the environment and a process of elimination to prove to the audience that Inner Circle was not made for them.