Got a little Captain in You?

Personally I think we could all use some more captain...

In hopes of raising brand awareness, Captain Morgan intended to offer lucrative charity contributions in exchange for each instance a player was caught on camera doing its pose during a game. The contributions were earmarked for the Gridiron Greats Assistance Fund – a non-profit which helps retired NFL players with various hardships after leaving the game.


“The [ad campaign] has been going around internally for a while and [Celek] learned of the program through his contact at Diageo [Captain Morgan’s parent company],” said Glenn Lehrman, an account director at Rogers & Cowan, the Los Angeles based firm that handles Captain Morgan promotions. “Brent said, ‘You know what, if I get the opportunity, I’m going to go ahead and do it.’ He sort of beat us to the punch, but we’re certainly not going to complain.”


The campaign was set to be unveiled next week and was fairly simple: For every time a player was caught on camera striking the “Captain Morgan” during a regular season game, $10,000 would be donated to Gridiron Greats. For each instance in the playoffs, the donation would elevate to $25,000. And for instances in the Super Bowl, the bounty was slated to hit $100,000 per pose.


But when the NFL caught wind of the plan this week, it promptly put the breaks on the promotion, notifying Gridiron Greats and Captain Morgan that it wouldn’t tolerate the pose during NFL games. And while Celek won’t be fined for doing it Sunday, a league source also told Yahoo! Sports that striking the pose in future games will result in a “significant” penalty.

Original article