Our friends over at Guinness, who so kindly helped us our as one of the Arthur Guinness Project winners, are renown as one of the most effective advertisers around the world.
A lot of the time the tale, story, subject might not be relevant but this advert takes on a musical guise as it continues to champion its #MadeOfMore campaign. The advert itself is filmed entirely in black and white to take you back in time, Doc. Brown style to 1930’s New York where John Hammond, a man with a huge passion for music of black origin, Jazz, Blues, Gospel and Big Band. He was an A&R for Columbia Records and would travel around seeking out raw talent. He was responsible for finding Billie Holiday, Count Basie and Aretha Franklin.
The music in the ad is a remix of ‘Sing Sing Sing’ from the Swings Kids film score by James Horner. The song was originally made famous by the Benny Goodman Trio – the first major mixed race band in American. Hammond was instrumental in bringing the band members together.
Hammond described himself as, “the sometimes intolerant champion of tolerance”.
This ad continues the story telling narrative of individuals who are Made Of More. Check out the ad below and see what you think.