Guinness takes a step away from its traditional high-concept advertising in this brand film commissioned out of Guinness Europe, which takes a look inside its Dublin brewery and emphasizes its Irish heritage and history. Irish actor Cillian Murphy narrates the spot, directed by Anonymous Content's Phillip Montgomery, although apart from the voiceover it features real Guinness employees instead of actors.
There's also a focus on ingredients and origins, something we've seen recently in Kellogg's and McDonald's advertising; the film emphasizes Guinness' links with Irish farmers that "span generations" and shows how it roasts its own barley. (We're also reminded of Reebok's latest film going back to its roots in Northern England.)
The ad, which will run in the U.K. and Ireland, directs viewers to a microsite entitled "In Pursuit of More" where you can explore more about the Dublin brewery. It was created by Philadelphia agency Quaker City Mercantile.