Clouds gather for Guinness campaign

“MADE OF MORE” – it’s a strapline that we’ll be seeing a lot of soon, and only time will tell whether it becomes a Guinness classic. The brand certainly has had some brilliantly memorable slogans over the decades.

The strapline is being launched today in a major new campaign. The television and cinema advertisement, entitled “Cloud”, features a cloud floating away from a cloudy mass, in from the ocean to explore the city below before hovering over a massive fire and extinguishing it by dumping a heavy shower on it.

Explaining the symbolism, brand owner Diageo says: “It is no longer a simple cloud but something ‘made of more’.”

Filmed in Johannesburg and along the Durban coastline, “Cloud” was created by AMV BBDO, and is produced in 90-second, 60-second and 30-second versions.

There’s a pint in there of course; the cloud gently drifts back to the ocean and gradually merges into a swirling pint of Guinness.

A poster campaign using four delicate images, including a woodpecker which has sculptured an elaborate home and a spider’s intricate web, as examples of things that have become “made of more”.