Guinness: some are made of more

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Guinness is running a new campaign, ‘Made of More’, which celebrates an ‘attitude’ – of getting more out of life. The creative execution seems to convey that what sets apart some from the rest is their ability to create amazing things when they challenge themselves.

The showpiece is a TV commercial which tells the story of a cloud which seemingly has a mind of its own. Guinness has a history of jaw-dropping commercials (‘Surfer‘ being the most famous) and this one has the big scale and intrigue going for it. But questions like ‘what does it have to do with Guinness?’ crop up. And ironically, the print ads do a superior job of conveying the idea. In fact, the print ads are fantastic.

Agency: AMV BBDO

In other words, the print ads are made of more?

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