Guinness launches urban cowboy ad campaign

Guinness has rolled out a new ad campaign in its ‘Made of More’ series, celebrating the urban cowboys that care for unwanted horses in LA.

The new ad, which aired in UK last night and is supported by social and digital content on YouTube, Facebook, Instagram and Snapchat, features the Compton Cowboys, a group of men from LA who have eschewed gangland crime to care for unwanted horses in an urban ranch in the middle of LA.

It aims to capture the personal circumstances of the group of men, who have overcome difficult backgrounds, gang life, and in some cases, time in jail, to turn their lives around by rescuing and caring for unwanted horses, which would otherwise end up in the slaughterhouse, the company said.

It is part of the ongoing ad series that celebrates real people who enrich the world around them, and was created by advertising agency Abbott Mead Vickers BBDO with renowned Director, Henry Alex Rubin, who is signed to Smuggler,

Guinness marketing director Duncan Elliott, said the company was proud to celebrate the group in its new campaign. “The Compton Cowboys are 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,” he said.

Last spring, the company came under fire on social media for featuring a four-leaf clover in its St Patrick’s Day advertising, instead a shamrock – the symbolic Irish plant.