Ad of the Day: Guinness Has Made the Only Ad You Need to See This Fourth of July

Cheers to absent friends

Guinness is on a roll globally with its "Made of More" advertising. Now, for the Fourth of July, the brand has released the latest installment of the campaign in the U.S.—the lovely, quietly patriotic spot below, called "Empty Chair."

We won't spoil the plot. But leave it to an Irish brewer to make the most proudly American commercial of this Independence Day season. (An English brewer, meanwhile, has made some of the funniest Fourth of July ads this year. And where are the U.S. brewers? Mostly doing cartoonish work by comparison, it seems.)

For "Empty Chair," BBDO New York teamed up again with Biscuit Filmworks director Noam Murro, who directed last fall's brilliant "Basketball" spot. Once again the delayed reveal is deftly handled, and it's an approach that nicely embodies the tagline. The ads themselves, like the everyday heroes they celebrate, are "Made of More" than they seem at first—rewarding the viewer for sticking with them.

"Basketball" was weirdly overlooked in Cannes last month (it wasn't shortlisted in Film or Film Craft), as the judges handed five Lions to AMV BBDO's "Sapeurs" for Guinness Europe instead. But as "Empty Chair" shows, Guinness can be as proud of its U.S. marketing as anything else it's doing globally right now.


Client: Guinness

Spot: "Empty Chair"

Agency: BBDO, New York

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Creative Directors, Art Directors: Dan Lucey, Jens Waernes

Creative Directors, Copywriters: Chris Beresford-Hill, Tom Kraemer

Director of Integrated Production: David Rolfe

Group Executive Producer: Amy Wertheimer

Executive Music Producer: Rani Vaz

Group Behavioral Planning Director: Gordon McLean

Group Account Director: Jim Santora

Account Manager: Hayley Devlin

Account Executive: Sara Plotkin

Production Company: Biscuit Filmworks

Director: Noam Murro

Director of Photography: Eric Schmidt

Managing Director: Shawn Lacy

Executive Producer: Colleen O'Donnell

Head of Production: Rachel Glaub

Production Supervisor: Jennifer Berry

Production Designer: Bruce McCloskey

Producer: Jay Veal

Editing House: Work Editorial

Editor: Neil Smith

Assistant Editor: Adam Witten

Sound Design: Henryboy

Music House: Human

Sound Mixer: Tom Jucarone

Telecine: CO3

Colorist: Tim Masick

Visual Effects: Absolute Post