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And the award for best performance by a cloud in an advertising campaign goes to … the Guinness cloud, which shows astonishing range (several miles, at least, as it drifts across the sea into town) in this extremely well-crafted and self-consciously cinematic effort by AMV BBDO and director Peter Thwaites. Our hero glides among the concrete canyons, gains sentience somehow and provides a much-needed downpour to help firemen below—all to illustrate the tagline, "Made of more."
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