I became an honorary Gin Rectifier last night (May 9). I took an oath and now I am duty bound to promote the best interests of gin.
The advert, which follows the journey of a cloud around the coastline of Durban through to Johannesburg in South Africa, is available to view from facebook.com/Guinnessgb ahead of the TV, cinema and digital media launch on October 4.
Directed by Peter Thwaites, the film shows a lone cloud breaking away from a cloudy mass to choose its own path, floating in from the ocean to explore the city below.
It engages with people, places and objects below gently drifting back, ocean-bound, to merge into a swirling pint of Guinness, before the words Made of More appear.
The cloud is said to be a metaphor for “the amazing things that can happen when we challenge ourselves to make the most of who we are” and is part of the brand’s wider Made of More campaign by BBDO.
Nick Britton, Guinness senior brand manager, said: “Guinness has always been synonymous with iconic advertising and this new creative direction for the brand presents great territory to connect with consumers that never settle for the ordinary.”
The Made of More campaign will also include ‘out of home’ advertising based around the photography of Nadav Kandar.
The images feature creatures such as a woodpecker, caterpillar, spider and fireflies that through their behaviour “refuse to settle for the ordinary”.
Dave Buchanan, executive creative director of BBDO, said: “Our cloud bucks the trend. Instead of being blown by the wind it takes its own extraordinary journey; our spider spins an extraordinary web and our woodpecker fashions an extraordinary house.
“This campaign is about that choice: Do we settle for the way things are or do we take the bold choice to step up and be made of more? Do we settle for an ordinary drink or do we choose one that is made of more?”