Guinness has unveiled its latest multimedia offering which reinforces the brand positioning – ‘Made of More’. Set to run across the UK and Ireland the campaign features a TV advert entitled ‘Cloud’, which will be exclusively shown on the UK and Irish Guinness Facebook page from today and debuted on TV, digital and in cinemas from Thursday 4 October.
Created by AMV BBDO, the campaign celebrates the attitude shared by the brand and its drinkers – getting more out of life by putting more in. Directed by Peter Thwaites from Gorgeous, the film was shot on location in South Africa in both Johannesburg and along the Durban coastline. The advert conveys the metaphor amazing things can happen when we challenge ourselves.
90”, 60” and 30” second executions have been created, each showing a lone cloud breaking away from a cloudy mass, slowing down, and no longer being blown along by the elements. The cloud chooses its own path, and floats in from the ocean to explore the city below.
As the film progresses the cloud interacts with people, places and objects, darkening as it approaches a fierce industrial fire for the dramatic climax. The cloud then drifts off, and gradually merges into a pint of Guinness before revealing the new endline ‘Guinness. Made of More’.
The campaign will feature in print and digital and also includes out-of-home creative, which features four visuals from photographer Nadav Kandar, further developing the ‘Made of More’ positioning.
“We think the new brand creative will resonate with people who are open-minded and alive to opportunity and it will inspire them to never settle for the ordinary,” commented senior brand manager at Guinness, Nick Britton, “Guinness has always been synonymous with iconic advertising and this new creative direction for the brand presents great territory to connect with consumers that never settle for the ordinary.”
Dave Buchanan, executive creative director BBDO on Guinness Western Europe, added: “Many years ago Arthur Guinness chose to transcend the ordinary and produce an extraordinary drink, a drink made of more. Today our cloud bucks the trend.
“This campaign is about that choice: Do we settle for the way things are or do we take the bold choice to step up and be made of more? Do we settle for an ordinary drink or do we choose one that is made of more?”