US Ad of the Day: Guinness to award $1m to most creative St Patrick’s Day toast
Feeling lucky this St Patrick’s Day? Enter the Guinness Toast Contest for a chance to win $1m.
16 days ahead of St Patrick’s Day, Diageo’s Irish stout Guinness has rolled out a seasonal campaign encouraging consumers to have the most fun they’ve ever had on the holiday.
To rally more excitement, the brand announced a contest that will award the most creative holiday toasts. Over 100 winners nationwide will receive $10,000 in cash, while the best toastmaser will receive a $1 million prize. To participate, consumers age 21 and over can share their toast until March 31, after giving the rules on Toast.Guinness.com a thorough read.
The campaign also includes a 35-second television spot, titled ’For everyone,’ starring 49ers quarterback Joe Montana, celebrity chef Kwame Onwuachi and actors portraying regular people celebrating together.
“Sing like no one’s watching, even louder than our bagpipers, because life rewards the brave and Guinness is for the bold,” the voiceover says in the ad. “This St Patrick’s Day is for everyone.”
Along the Chicago river, Guinness plans to harness the footsteps of those celebrating and convert them to hours of community service as part of the Guinness Gives Back Million Hours pledge.
The brand says it will also be a central part of dyeing the Chicago River green as well as parades in New York, Boston and Savannah.