As Pubs Reopen, Guinness' Ad Brilliantly Highlights Everything That Made Fans Crave a Pint

Having invested more than 30 million pounds ($42 million) into the U.K. pubs and hospitality sector during the lockdowns enforced by the Covid-19 outbreak, Guinness has released a campaign to welcome their reopening.

The #LooksLikeGuinness campaign from AMV BBDO is led by a 40-second film that offers glimpses of everyday sights that vaguely resemble a pint of the black stuff that might have been witnessed during the past year while pubs were closed. Playing over is a cover of “Always on my Mind,” made famous by Elvis Presley and Willie Nelson, to symbolize the wait drinkers might have experienced.

It ends with a group of friends laughing in a pub while drinking pints of Guinness before the public is reminded of the money invested by the Diageo-owned brand in supporting the trade.

“The past year has been tough for the hospitality industry, so we want to do all that we can to make sure that the opening week of indoor hospitality is as successful as it can be,” said Neil Shah, head of Guinness GB. “We’re pleased to be able to mark this monumentous occasion with the #LooksLikeGuinness campaign—the reopening of the pubs has been a long time coming but as we say at Guinness, ‘Good things come to those who wait.'”

The campaign will run nationally on TV, online, video one demand, digital out of home and print, while social media channels will ask Guinness drinkers to submit their own sights that resemble a pint alongside the dedicated hashtag.

Among the support the brand has offered the pub and hospitality sector has included the delivery of 30,000 PPE kits across the U.K. and financial support to more than 25,000 pubs, beginning a 1 million pound ($1.4 million) pledge to support bartenders, too.

Source – Adweek