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VIDEO: Guinness launches new 'Made of More' advertising campaign

By Ben Winstanley , 03-Feb-2016
Last updated on 03-Feb-2016 at 16:35 GMT2016-02-03T16:35:41Z

(Credit: youtube.com, Guinness - John Hammond, Intolerant Champion)
(Credit: youtube.com, Guinness - John Hammond, Intolerant Champion)

Diageo has launched the next chapter of the Guinness Made of More campaign with a new ad entitled Intolerant Champion.

Filmed entirely in black and white, it depicts 1930s New York and the story of John Hammond, the infamous talent scout responsible for discovering musicians like Billie Holiday, Count Basie and Aretha Franklin.

Hammond described himself as "the sometimes intolerant champion of tolerance", while the ad offers an insight into his pivotal role in bringing together black and white musicians with the voiceover of US actor Danny Glover.

Guinness marketing director Stephen O'Kelly said: "'John Hammond' continues a series of stories from Guinness that feature ordinary people achieving extraordinary things. John Hammond, in his search for great music, brought black and white musicians together, overcoming divides and creating a fantastic music and social legacy that continues to this day."

Guinness will launch a "social first approach" to its marketing campaign to "encourage organic shareability" and will also be the first brand to launch a 60-second video on Instagram in GB and Ireland.

Amy Cole, head of brand development for EMEA at Instagram, said: "Guinness is known for being at the cutting edge of advertising and for its creative and iconic visual storytelling. That's why we're thrilled that Guinness is the first brand to run a 60-second video on Instagram in the UK and Ireland."

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