Starting today in Africa, Guinness will re-air its popular ad “Brothers,” which debuted in 2022 and captures the infectious passion of Miracle and Abidemi, who host social gatherings to watch soccer in a Nigerian viewing center.
Later this month in Asia, the brand will unveil “Replay,” about the relatable frustrations of Premier League fans in Korea who must dodge spoilers from games due to the time zone difference.
Each of the ads tells a story unique to that local community while conveying a relatable sentiment about fandom. Guinness has a history of doing this in its advertising, such as with 2014’s “Sapeurs” about a group of elegantly dressed Congolese men that became “one of our most successful” commercials, Dasgupta said.
Like “Sapeurs,” Guinness aims for these new stories to have wider global appeal: “We believe these will travel … because the truths are universal,” Dasgupta added.
Drink responsibly, fans
Guinness is also the Premier League’s official non-alcoholic beer, so responsible drinking messages will be interwoven throughout its campaign.
In “Eriskay,” for example, the players drink pints of Guinness 0.0.
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This continues the brand’s approach of promoting its flagship drink and non-alcoholic version side by side during key marketing moments. Last year, Guinness 0.0. was the hero of its St. Patrick’s Day campaign.