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


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