Don’t Drink And Dive BY Malibu And Tom Daley

Just two days after announcing his retirement from diving following his silver medal win at the 2024 Summer Olympic Games in Paris, five-time Olympic medalist Tom Daley stars in a public-service announcement from Malibu warning about the dangers of mixing alcohol and water.

The Pernod Ricard brand’s “Don’t Drink and Dive” campaign, by agency Wieden+Kennedy London, centers around a charming film set to Rupert Holmes’ “Escape (The Piña Colada Song).”

Strolling poolside holding the classic rum drink, Daley steps onto a diving board and dramatically tosses aside his Malibu robe. But when Daley looks down at the water, the cheerful music stops as he reads the statistic “1 in 4 U.K. drownings involve alcohol” spelled out in pool tiles.

He instead turns around, revealing the “don’t drink and dive” message on the back of his knitted swim trunks.

Malibu claims that its campaign raising awareness about the dangers of drinking alcohol in or around water is a first for the category.

“Malibu is a drink synonymous with the water, from poolsides to beaches. Instead of another brand telling people to drink water, we wanted to bring attention to a real issue that’s not talked about: drinking around the water,” W+K London strategy director Brian Ritter told ADWEEK.

Along with the ad, Malibu and W+K London created a limited-edition Don’t Drink and Dive capsule collection for Daley’s knitwear brand, Made With Love. Proceeds from the dive briefs, sunglasses, sliders, and bucket hats sold through By TomDaley.com will be donated to the Royal Life Saving Society UK.

Four additional spots, dubbed “Daley Reminders,” show off different items from the collection.

“By connecting our campaign to something [Daley] loves and is loved for—knitting—we’d have the opportunity to make work that not only helps deliver our message in a unique way, but also makes a real difference,” W+K London creative director Philippa Beaumont told ADWEEK.

The campaign will also feature out-of-home displays in water hotspots around the U.K., paid digital content, and social activations.