Ad of the Day: Guinness rolls out global campaign to mark Premier League sponsorship
The cultural reach of both the Diageo-owned stout and football is explored in two spots that show a match interrupted by horses on the isle of Eriskay, while its ‘Brothers’ series returns to show love for the game in Nigeria.
Diageo has commissioned four new Guinness ads to celebrate its partnership with the Premier League as the official beer and non-alcoholic beer, two of which are launching today.
Guinness – usually associated with rugby – has made a move into the most-watched football league globally with a joined-up campaign that will have many activations.
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Both the ‘Eriskay’ and ‘Brothers’ films from AMV BBDO have a celebratory and characterful feel, bound by community and a strong sense of place. On the windswept isle of Eriskay, where 10% of the population plays for the only football team, we witness a match against the elements.
‘Brothers,’ meanwhile, sees a blind commentator and his brother ‘feel’ football rather than see it as they watch a match together in Nigeria.
Both ads are full of charm and will be followed by a yet-to-launch ‘Rooftop’ film set in Seoul, Korea, and ‘Replay,’ which will launch across Asia and focus on the weekly drama of the Premier League.
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Other activations include all-time Premier League top scorer Alan Shearer unveiling a fleet of customized Guinness tankers representing each of the premier league teams, which will deliver the beer to pubs, while out-of-home ‘Lovely Game for a Guinness’ creative is also set to appear. Activity is planned in 70 countries.