Diageo’s first global TV campaign for Guinness celebrates the brand’s 250th anniversary with the depiction of a global toast to founder Arthur Guinness.
The ad, created by Saatchi & Saatchi EMEA, features drinkers in a Dublin bar raising a glass to the Guinness founder after realising this year marks the drink’s 250th year. The celebration spreads to the street and then across the world.
Two versions of the ad will run in different territories. A humorous version, which will run in the UK, sees the toast “To Arthur” changing as it travels from person to person and country to country, becoming a toast “To Farmers” and “To Llamas”. Another sees everyone around the globe raising a glass to the brand’s founder.
The Guinness 250 campaign also includes promotions and a number of “Arthur’s Day” events on 24 September.