I don’t hate this.
This is the new Guinness ad.
And I like it.
I think its because it doesn’t feel like a Guinness ad. It breaks the formula. No mass gatherings in small South American towns where everyone comes together to create an ‘event’ and also there’s no hipsters in hats.
Okay so there is a old man with a very weather worn face but you have to give a nod to your core consumer somewhere.
I also like that it’s open to interpretation. ‘Made of More’ feels both product centric and consumer facing at the same time. I can easily see how it answers a product quality theme but yet feels aspirational for consumers.
It appeals to the planner in me but more importantly it appeals to just plain old me.
Won’t make me drink Guinness though.