Video: New 'Made of More' Guinness campaign unveiled by Diageo
The Made of More campaign centres on the Cloud, a TV advert that follows the journey of a rather unusual cloud blown along by the elements.
The cloud, which chooses its own path and floats in from the ocean to explore the city below, serves as a metaphor to show the things that can happen when we challenge ourselves to make the most of who we are, Diageo said.
As the film progresses, the cloud engages with people, places and objects below, seeing itself reflected in a mirrored skyscraper, before approaching the scene of a fierce industrial fire. The cloud then gently drifts back, ocean-bound, and gradually merges into a swirling pint of Guinness, before resolving with the new endline, ‘Guinness. Made of More’.
Meanwhile, an outdoor poster campaign features four “unique” creatures that evidently refuse to settle for the ordinary. These include a woodpecker that has sculptured itself an elaborate home, and a caterpillar that has nibbled out highly detailed scene in a leaf.
Nick Britton, Guinness senior brand manager, said: “We think the new brand creative will resonate with people who are open-minded and alive to opportunity – and it will inspire them to never settle for the ordinary.”
The advert is currently being previewed on Facebook before debuting on TV and cinema screens this Thursday (4 October).
