The latest TV spot for Guiness by AMV BBDO (part of the BBDO network) supports the brand strapline “made of more” and features a lone cloud that floats in off the sea to explore the city…

The idea is that the cloud represents the typical Guinness drinker – someone who has broken away from the masses to find their own path.

As well as the TV advert appropriately called ‘cloud’, there is also a series of new print ads which further add to the new brand endline, each of which depicts a creature in the natural world indulging a creative flair that suggests it’s “made of more.” Here are two of the executions:

While Guinness’ famous Good Things Come To Those Who Wait endline played on the truth that drinkers have to wait longer for a perfect pint of the black drink to be poured than any other pub beer, the new line suggests that Guinness (and by implication anyone that drinks it), is simply better than everything else.

Will “made of more” last longer than Guinness’ short-lived “bring it to life” endline that disappeared soon after it was introduced in 2009? To find out, we’ll just have to wait – something us Guinness drinkers are rather good at.

BBDO is recognised as both the world’s most creative and effective agency network.  For the past five years, BBDO has been Network of the Year at Cannes Lions as well as the world’s most awarded agency network in The Gunn Report.

In addition, BBDO is the number one ranked network across all marketing communication platforms in The Big Won report.  And Effie Worldwide named BBDO the world’s most Effective Agency Network in its inaugural Effie Effectiveness Index released this year.

BBDO manage their creative studio using Sohnar Software.

Website: http://www.bbdo.com/

Tom Kelly-Lord