Welcome back: Guinness raises the creative bar

When people are moved to tears by an ad for a drink, you know you’ve hit the sweet spot. The ad in question is not just any ad, it’s a TV ad. And it’s not just any drink but the venerable Guinness brand.

“Guinness has a real legacy of TV advertising with people genuinely looking forward to our spots.” Neil Shah, head of Guinness GB at Diageo

"Welcome Back” by AMV BBDO has unleashed both the emotions of people missing a pint of the black stuff and the praise of creative peers in the Thinkbox Academy who have voted it the best TV ad to debut in May-June.

“It was a truly multi-channel campaign that included a hero film launching on TV and Video-on-demand, contextual print that celebrated the anticipation of a moment, proximity out of home that focused on encouraging people into local pubs safely and Social that encouraged people to share their own #LooksLikeGuinness moments of everyday objects that look like pints of Guinness.

"Underpinning all of this was a partnership with LADbible, which drove conversation around the countdown to reopening, as well as a responsible drinking message that was seeded in OOH.”

Guinness “Welcome Back”

  • Agency: AMV BBDO 
  • Creative team: Jack Watts & James Cambridge; Nick Hulley & Nadja Lossgott (CDs) 
  • Client: Neil Shah 
  • Production company: Outsider 
  • Director: Chris Balmond

EA Sports FIFA21 “Inspiring the next generation of footballers”

  • Agency: adam&eveDDB
  • Creative team:Genevieve Gransden, Selma Ahmed 
  • Client: Sola Kasali 
  • Production company: Pulse Films 
  • Director: Bassam Tariq

KFC “Love You Too”

  • Agency: Mother London 
  • Creative team: Mother London 
  • Client: Amy Binns 
  • Production company: Riff Raff 
  • Director: Rich Hall

HSBC UK “Vicious Circle”

  • Agency: Wunderman Thompson 
  • Creative team: Mike Watson, Craig Hunt, James Humphreys, Sonny Botero, Liberty Willison, Tom Laurence 
  • Client: Sarah Mayall 
  • Production company: Knucklehead 
  • Director: Siri Bunford

Ladbrokes “Drummers”

  • Agency: Neverland 
  • Creative team: Noel Hamilton, Lloyd Daniel 
  • Client: Stewart Townsend 
  • Production company: Rogue 
  • Director: Sam Brown



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