Guinness traversed all 50 U.S. states for an ad campaign attempting to win over American drinkers to the Irish stout.
Today, the Diageo brand is debuting its first campaign developed by Uncommon Creative Studio New York after hiring the agency last year.
“A Lovely Day” is a modern interpretation of the stout brand’s long-running tagline, “Lovely Day for a Guinness,” which began appearing in ads during the 1930s.
The new film, running on TV, digital, and social media, is a celebration of community. It chronicles a 5,057-mile journey across the nation, capturing snapshots of real people and diverse groups from every state.
The 50 communities featured in the campaign include a brass band in New Orleans, an ice-fishing competition in Minnesota, a rugby team in New Mexico, and a plumbers union in Chicago.
“We met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll,” Joyce He, vice …