Guinness is betting big on Instagram video for the latest iteration of its 'Made of More' campaign and will become the first brand to run a 60-second video on the social platform in the UK and Ireland.
The ad, which is filmed in black and white, takes viewers back to 1930s’ New York and tells the story of John Hammond, a white jazz enthusiast who was born in turn-of-the-century Manhattan before the civil rights movement.
Despite the fact black and white musicians rarely played together at the time and many music venues permitted white audiences only, Hammond travelled the clubs and bars of Harlem seeking undiscovered musical talent for his radio show and would often be the only white man in the room. He went on to become a talent scout and was responsible for discovering musicians like Billie Holiday, Count Basie and Aretha Franklin.
The ad and accompanying historical documentary will be supported with a TV, digital, social and PR campaign.
The Diageo-owned brewer also worked closely with Instagram to incorporate its latest tech in the ad.
Stephen O’Kelly, marketing director, Guinness said: “John Hammond’ continues a series of stories from Guinness that feature ordinary people achieving extraordinary things. John Hammond, in his search for great music, brought black and white musicians together, over-coming divides and creating a fantastic music and social legacy that continues to this day.”
US actor Danny Glover provides the voice over in the advert while the soundtrack is a remix of ‘Sing Sing Sing’ from the Swing Kids film score by James Horner, which was originally made famous by the Benny Goodman Trio – the first major mixed race band in America. Hammond was instrumental in bringing the band members together.
‘Intolerant Champion’ will air for the first time in Ireland and the UK on Wednesday 3 February.