Guinness Has Its Head in the Clouds in Latest Blockbuster Spot

Fluffy ad's peculiar protagonist

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." Some commenters have fussed that unlike past Guinness blockbusters—such as the time-tripping "Noitulove" and the more recent "Round Up Your Mates" with the border-collie sheepdog—"Cloud" insufficiently links its evocative visuals and ethereal story line to the beer itself. Ah well, clouds are always insubstantial. The spot's pure fluff, but its airy by design and intended to generate buzz around the brand rather than attempt a hard sell. For a puff piece, it's pretty darn impressive. See some new print ads from the campaign after the jump.

CREDITS

—TV

Agency AMV BBDO

Copywriter Alex Grieve

Art director Adrian Rossi

TV producer Olly Chapman

Director Peter Thwaites

Production company Gorgeous

Post production The Mill

—Print

Photographer Nadav Kander

Retouching We Folk

Model making Swell New York

Copywriter Mike Sutherland

Art director Ant Nelson

Producer Kirstie Johnstone