By John McCarthy | Media editor

September 18, 2017 | 2 min read

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Diageo’s Guinness continues to cause waves with its 'Made of More' campaign, now telling the story of an eccentric group of men who raise and ride horses in Compton, California, near LA.

With the brand having previously visited the stylish Sapeurs in 2014, the 90-second ad strives to similarly tell a compelling story about a group of men who turned their back on the area’s much publicised gang violence to raise horses. Due to an out-dated legislative decree, there are around 50 small ranches in the built-up area. Here the horses are reared, having been saved from the slaughterhouse.

The ad debuted on UK TV Monday 18 September.

Duncan Elliott, marketing director at Guinness, said: “We are proud to celebrate the ‘Compton Cowboys’ in our new campaign, a group of people who have made a bold and unexpected choice to live a different life. Through their love and devotion to their horses and each other, they are a source of inspiration and a cause for hope within their local community.”

The campaign was created by advertising agency Abbott Mead Vickers BBDO with help from director Henry Alex Rubin. The TVC will be supported with social and digital content on YouTube, Facebook, Instagram and Snapchat.

Vote for the ad below in The Drum’s Creative Works.

Guinness: The Compton Cowboys by AMV BBDO

By Guinness

Overall Rating 5/5

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