Guinness Made of More campaign

Directed by Peter Thwaites of Gorgeous, the latest TV spot for the black stuff by AMV BBDO supports the brand strapline “made of more” and features a lone cloud that floats in off the sea to explore a city and er, put out a fire…

Directed by Peter Thwaites of Gorgeous, the latest TV spot for the black stuff by AMV BBDO supports the brand strapline “made of more” and features a lone cloud that floats in off the sea to explore a city and er, put out a fire…

The idea here, apparently, is that the cloud represents the typical Guinness drinker – someone who has broken away from the masses to find their own path.

As well as the TV spot (which is called Cloud) there is also a series of new print ads shot by Nadav Kander which further extol the new brand endline, each of which depicts a creature in the natural world indulging a creative flair that suggests it’s “made of more.” Here are two of the executions:

While Guinness’ famous Good Things Come To Those Who Wait endline played on the truth that drinkers have to wait longer for a perfect pint of the black drink to be poured than any other pub beer, the new line suggests rather haughtily that Guinness (and by implication anyone that drinks it), is simply better than everything else – with none of the modesty or humour of Carlsberg’s long running “probably” campaign.

Will “made of more” last longer than Guinness’ short-lived “bring it to life” endline that disappeared embarrassingly soon after it was introduced in 2009? To find out, we’ll just have to wait – something us Guinness drinkers are rather good at.

Cloud is set to air on TV and in cinemas this week.

Cloud credits:

Creative agency AMV BBDO
Copywriter Alex Grieve
Art director Adrian Rossi
TV producer Olly Chapman
Director Peter Thwaites
Production company Gorgeous
Post production The Mill

Poster credits:

Photographer Nadav Kander
Retouching We Folk
Model making Swell New York
Copywriter Mike Sutherland
Art director Ant Nelson
Producer Kirstie Johnstone


CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here

CR in Print
In our October print issue we have a major feature on the rise of Riso printing, celebrate the art of signwriting, examine the credentials of ‘Goodvertising’ and look back at the birth of D&AD. Rebecca Lynch reviews the Book of Books, a survey of 500 years of book design, Jeremy Leslie explains how the daily London 2012 magazine delivered all the news and stories of the Games and Michael Evamy explores website, offering “data-driven insights into logo design”. In addition to the issue this month, subscribers will receive a special 36-page supplement sponsored by Tag celebrating D&AD’s 50th with details of all those honoured with Lifetime Achievement awards plus pieces on this year’s Black Pencil and President’s Award-winners Derek Birdsall and Dan Wieden. And subscribers also receive Monograph which this month features Rian Hughes’ photographs of the unique lettering and illustration styles of British fairgrounds

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

  • mark

    Losing the narration and the schmaltzy music would make this a much better ad

  • Felipe

    Lovely filmed and produced … Not so sure about the idea, the epic tone and the effect (positive or negative) on Guinness itself …

  • Jim bob

    He wasn’t just a cloud, he was a Guinness drinking cloud

  • Its too long to be a highly viewed commercial. It only has 3,300 views on Youtube as of the first day and they would have to shorten it to about 35 seconds to put it on tv. Ill stick to Hoegaarden.

  • The cloud is an interesting concept to be used in the commercial to symbolize a guiness drinker. I wonder if other people will understand what its supposed to mean.

  • Beautiful, I wish there were more ads like this one. Truly inspiring. I wonder if the schmaltzy music—as put by Mark above—is from Edward Scissorhands, it has been years since I watch it, but it does sound similar.

  • Angi

    Great execution but I’ve struggled to see the connection to the brand itself. For me the concept doesn’t seem completely thought through..

  • The video is huge, but I’m not sure the idea will get to destination. Anyway it makes the Guinnes brand more elegant.

  • The Print Ads are beautiful. The Cloud commercial not so much.

  • Excellent, if a little indulgent. Love the print ads. As others say, this maintains Guiness as a unique premium brand which is spot on.

  • Beautifully produced, but agree with Mark that the voiceover’s unnecessary. The print ads are purer in allowing visual and endline simply to bounce off each other. The TV could have done the same thing, to greater effect. Watch it with the sound off – it’s better. The cloud’s personality comes through more powerfully. Just the ambient sound would have been enough.

    Will that endline survive? It could do. There’s an echo of the old Guinness is Good for You ads, the workmen lugging girders about. And we all know how much meatier and more satisfying a Guinness is than a squitty yellow lager. So it’s grounded in a product truth.

    Whether the clouds and clever woodpeckers are the strongest expression of that truth I’m not quite sure. But it all feels grounded, intelligent and rich. Good on you, Guinness.

  • Nice ad but won’t be remembered.

  • Pretentious twaddle. I suppose if you were to drink a pint of the Black Stuff and then spot a fire you could always piss on it to put it out.

    . . . and surely the artistic woodpecker would be drinking Bulmers.

  • Matt

    Or Woodpecker?

  • beautifully produced but the story really reminds me too much of this – – a cognisant cloud, in New York that discovers it’s good for something when it puts out a fire…

  • I like it, I don’t love it. I usually do love Guinness Ads.

  • Geoff Naylor

    This is the Hollywood version. I think the French or Italian version might have been less sugary and more effective.

  • Hmmm.
    Between the TV spot and print, it seems like 2 different campaigns.

  • Neil

    Nice. but not quite Guinness standard.

  • rob

    Ethereal, elegant, big. It’s a good Guiness ad.

  • Jay H

    Here’s the original

  • creative owl

    is it just me or does this advert look a lot like christoph neiman’s book:

  • Doesn’t work, could be a bank, phone or insurance company advert. creative standards have dropped esc with this and paint it black. Why –

  • someone on youtube has done a music only version of this, and it works so much better, but agree with Neil, not quite guinness standard.

    There is also a version out there overdubbed with dark menacing music and it totally changes the take on the advert again.

    Think report card would say – half thought out idea, executed well in parts, but misses the brief given out for the assignment

  • Tom

    Well done, I think the video is original and gets a good point across. I’m ready for a pint of Guinness!

  • Well – I think the TV advert, a nice as it is, is still OTT for just this black stuff. It appears they have plenty of money to waste… look what they’re doing with your money Guiness lovers!

  • Is the ‘Cloud’ ad targeted at Disney Princess stout drinkers? If it is, it’s a winner.

    Obviously not for the ones that get tanked up and urinate/vomit everywhere…No, no, not them.

    Just the winsome, cute, fluffy, individual, humanitarian ones, who are in-touch with their inner fragile yet very beautiful soul, who would pee on you if you were on fire….ahhhhhh!

    The print campaign on the other hand is rather good…natch, it’s Nadav.
    Shame the print team didn’t get a shot at the ad spot too.

  • stephen barnard

    Reading the comments one would think there is no beauty in peoples’ minds…..
    Does everything have to have too much meaning?
    Can one one not just appreciate something just for what it is?
    I think the ads are BRILLIANT….
    The cloud is magical, and the concept so well executed.
    Keep it coming.

  • david

    Student work by Samuel de Ceccatty

  • Beautifully produced ad as you would expect from Guinness however, I don’t think the over all concept is as successful as the previous “Good Things Come To Those Who Wait” campaign.

  • As a Guinness drinker myself (Black & Blue mix is my fav) i’m a little biased. but I think this is a great commercial. Plus i’m always an advocate for going away from the ‘standard’ beers.