Studio aka director Rob Latimer has created a new corporate film for Guinness, which can be viewed in full online here.

The animation in the spot is simple and charming, as we've come to expect from Studio aka. The ad's sentiment, however, is considerably more cloying: based around the theme "beer of substance" it contains a diverse range of voices all expounding on the global appeal of the black stuff. So far, so okay, but with sentences like "Guinness connects, you, me, everyone"; "Yes, it's honest and true, when you see it, how it pours, that taste"; and "Substance, like the men who drink it, we're bold, creative, life flows through us, heart and soul" it is perhaps best watched with the sound down.

Agency: AMV BBDO. Creatives: Carol Powell, Sasha Mantel