Guinness launches new cloud ad ‘Made of More’

Guinness's cloud follows the journey of a rather unusual cloud.
Guinness's cloud follows the journey of a rather unusual cloud.

Diageo has just announced details of a new multimedia advertising campaign for Guinness to run in both the UK and Ireland.



1 October 2012

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The new creative campaign reinforces the brand positioning ‘Made of More’ and features a TV ad entitled ‘Cloud’ to be exclusively previewed on the UK and Irish Guinness Facebook page today (1st October) at 12 noon and then on TV, digital and in cinema from 4th October.

The new Guinness campaign – which also features print and digital – celebrates the attitude shared by the brand and its drinkers of getting more out of life by putting more in.

‘Cloud’, the first film, directed by award-winning Peter Thwaites, was shot on location in South Africa in both Johannesburg and along the Durban coastline. It follows the journey of a rather unusual cloud, a metaphor to show the amazing things that can happen when we challenge ourselves to make the most of who we are.  

90-minute, 60- and 30-minute versions of the ad show a lone cloud breaking away from a cloudy mass and choosing its own path, floating in from the ocean to explore the city below, no longer a simple cloud but something ‘made of more’.

The cloud eventually merges into a swirling pint of Guinness, before resolving with the new endline Guinness, ‘Made of More’.
The campaign includes Out of Home creative further developing the ‘Made of More’ positioning. 

Using four extraordinary visuals shot by renowned photographer Nadav Kandar on location at the Olympic National Park, Washington State, they reveal unique creatures which evidently refuse to settle for the ordinary: a woodpecker has sculptured itself an elaborate home, a caterpillar has delicately nibbled out highly detailed scene in a leaf, and a spider has spun an intricate web depicting other insects to tempt its prey.  A fourth poster shows a swarm of fireflies that have come together to make the shape of a beautiful chandelier on an overhanging branch.

Nick Britton, Senior Brand Manager for Guinness, 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 idea of something being made of more is one that really reflects a shared attitude Guinness has with its drinkers who love the distinctive look and taste of Guinness and aspire to get the most out of every aspect of their lives. It’s not defined by a single age, class or demographic.  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.”

View a preview of ‘Cloud’ go to




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