Meh, no different than that Absolute ad that showed Mexico occupying most of the SW US. It is playing up to the local market at the expense of a remote one. I can see where they are trying to feminize scotch whisky and masculinize their fermented sugar water, but certainly no lover of scotch is gonna be swayed by the ad, so it is really just about making rum drinkers feel less small when surrounded by whisky drinkers