Diageo pays homage to music legend Hammond in new Guinness campaign

Diageo has unveiled a new ad for Guinness, the next chapter in the Made of More campaign with a new ad entitled Intolerant Champion, airing for the first time in Ireland and the UK this week.

The ad, which is filmed entirely in black and white, transports viewers back to 1930s’ New York and tells the story of John Hammond, who was born in turn-of-the-century Manhattan – before civil rights, and when racial disharmony prevailed. 

Black and white musicians rarely played together in ‘30s New York and many music venues permitted white audiences only. Despite this, from an early age John Hammond developed a burning passion for music of black origin – Jazz, The Blues, Big Band and Gospel. He would travel the clubs and bars of Harlem seeking raw, undiscovered musical talent for his radio show and he would often be the only white man in the room. Undeterred, he went on to become a talent scout and was responsible for discovering musicians like Billie Holiday, Count Basie and later, Bob Dylan, Bruce Springsteen and Aretha Franklin.  

With voiceover by actor Danny Glover, the ad and accompanying historical documentary will be supported with an ATL campaign in TV, digital, social and PR. The campaign sees Guinness launch a “social first” approach to encourage organic share-ability, utilising some of the industry’s most innovative social media formats. 

The brand has worked closely with Instagram to incorporate the latest technology in the John Hammond ad amplification plans and will be the first brand to launch 60” video on Instagram in GB and Ireland.

To preview the ad visit www.GUINNESS.com

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