This commercial is for Captain Morgan's rum. It starts off in a light blue sea near a inhabited island in the year 1661, more renowned for the age of pirates apparently. Everyone wakes up to an enemy ship call and they prepare for battle. It ends happily with both sides drinking rum after Captain Morgan dives into the ocean.
The music is of a rock genre to relate to other beer or intense alcoholic commercials. We associate beer and rum with hardcore people such as sterotypical rock stars, but in this case, pirates. Therefore, this commercial uses Transfer/Association by showing that if you drink this rum, people will notice who you are and life will be a party. It might also a simple solution, in this case, the end to warfare and the beginning of a new relationship with others.
There is a need for affiliation because they joined together to drink rum. Some might think that this rum brings people together. There's also a need to dominate as the commercial portrayed a battle of two pirate ships. One has to win in a battle right? So why not win with a dive in the ocean to signify your humble power and a bit of rum.
The slogan, "To Life, Love & Loot" mimics a pirate's for obvious reasons. It's another account for the simple solutions to the basic human desires. If you say your product will offer something of value, it will most likely be kept in mind. They formatted it to be memorable by placing it in the end after the intense resolution. And most people would find it memorable because it was totally cool.
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