A new Guinness advertising campaign, portraying the story of ’The Compton Cowboys’, will air for the first time in the UK today. The new release is the next chapter of the Made of More series, which champions real people who have shown unexpected character to enrich the world around them.
The Compton Cowboys tells the story of a group of men living in Compton, LA, a city often known for gangs and violence. By following their true passion and caring for horses, they have made an unusual yet brave choice to take a different path to that of the gang life that dominated the environment in which they grew up.
“Many of their horses are rescued from auction houses where otherwise they would end up in the slaughterhouse. By saving these horses, nursing them, caring for them and bringing them back to life, the Cowboys find a sense of purpose and confidence that enriches both their lives and those of the people living in the community around them,” says Guinness owner Diageo.
Duncan Elliott, Guinness marketing director says:: “We are proud to celebrate the ‘Compton Cowboys’ in our new campaign, a group of people who have made a bold and unexpected choice to live a different life. Through their love and devotion to their horses and each other, they are a source of inspiration and a cause for hope within their local community.”
The ccampaign was created by advertising agency Abbott Mead Vickers BBDO together with director, Henry Alex Rubin, and will air for the first time on British TV on September 18, with supporting social and digital content on YouTube, Facebook, Instagram and Snapchat.
To view the advert in full, visit www.guinness.com.