Guinness launch new cloudy ad campaign

The new campaign reinforces the brand positioning – “Made of More”.

The Guinness cloud is ‘Made of More’

Guinness has launched a new multimedia advertising campaign with a television commercial featuring an adventurous cloud.

The campaign, created by AMV BBDO, focuses on what Guinness says is the attitude shared by the brand and its drinkers – “getting more out of life by putting more in”.

The TV commercial was shot on location in South Africa and follows the journey of a rather unusual cloud. The idea behind the commercial is to show that amazing things can happen if we challenge ourselves.

The film initially shows the cloud breaking away from a larger bank of clouds and floating over the ocean towards a city. The cloud then floats through the city before helping firefighters deal with an industrial fire.

The cloud finally merges into a pint of Guinness and the commercial finishes with the line “Made of More”.

Dave Buchanan, executive creative director at BBDO, said: “We all have a choice. 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. Instead of being blown by the wind it takes its own extraordinary journey.”

The commercial is supported by digital and print adverts featuring a sculpting woodpecker, decorative caterpillar and an innovative spider.

Nick Britton, Guinness senior brand manager, said: “The idea of something being made of more is one that really reflects a shared attitude Guinness has with its drinkers who aspire to get the most out of every aspect of their lives. It’s not defined by a single age, class or demographic. 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.”