In anticipation of pubs and bars reopening indoors across the UK in less than a week’s time, Guinness is launching an advertising campaign featuring the classic song “Always On My Mind,” celebrating the moment that pubs and bars up and down the country can fully welcome back punters after months of waiting.

The inspiration for the campaign, #LooksLikeGuinness, is that all too common experience of us seeing something we miss everywhere we look. The advertisement that broke on Thursday (5/13) opens with a series of black and white objects–socks on a washing line, a white cat napping on a black compost bin–before revealing the ultimate black and white object that has been on our minds: a pint of Guinness, in a pub, with our mates.

The latest campaign follows a £30M support pledge from Guinness to U.K. pub and hospitality businesses during the past year through its Raising the Bar program. Guinness has helped over 25,000 pubs to date and delivered over 30,000 PPE kits across the U.K. The brand also announced a £1 million pledge to support bartenders when the pandemic first hit, showcasing its commitment to supporting the industry.

Chris Balmond of Outsider directed for AMV BBDO London.

Credits

Client Diageo/Guinness Agency AMV BBDO London Alex Grieve, chief creative officer; Nadja Lossgott, Nicholas Hulley, executive creative directors/creative directors; Jack Watts, James Cambridge, creative team; Polly Lowles, Michelle Walton, producer. Production Company Outsider Chris Balmond, director; Eoin McLoughlin, DP; Paul McPadden, producer.

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