You don't need to be a Guinness lover to appreciate this beautiful new ad from the 'Made of More' series.
Viewers are transported to California where Guinness shares the story of the Compton Cowboys - a group of men travelling Compton, Los Angeles on horseback.
The Compton Cowboys are an extraordinary brotherhood of men who, despite living in Compton, a city often known for gangs and violence, have made an unusual yet brave choice to take a different path, by caring and spending time with horses, their one true passion.
They are a living legacy and their love of horses brings hope and peace to the area in which they live.
Aired on Irish TV screens today, this is a truly stunning and evocative piece of film:
From Sapeurs and John Hammond to our rugby ads, the Guinness 'Made of More' campaign champions real people who have shown unexpected character to enrich the world around them.
This campaign captures the essence of defying personal circumstances, making bold decisions and changing one’s path, as we follow a group of people who show their true character through their love and devotion to their horses.
The Compton Cowboys that feature in the ad are all real, present day cowboys that live in Compton.
Many of their horses are rescued from auction houses where otherwise they would end up in the slaughterhouse.
By saving these horses, nursing them, caring for them and bringing them back to life, the Cowboys find a sense of purpose and confidence that enriches both their lives and those of the people living in the community around them.
In 1888, land was donated to form Compton City, however there was a stipulation that a portion remained agricultural. Richlands Farm is the legacy of this stipulation, an area in the middle of LA with around 50 small ranches, where people care for horses and other farm animals. In an area better known for gangs and violence, the community which lives there have continued the farmland traditions and offer an alternative life to the gritty reality of modern day Compton City.
“We are proud to celebrate the ‘Compton Cowboys’ in our new campaign, a group of people who have made a bold and unexpected choice to live a different life., Through their love and devotion to their horses and each other, they are a source of inspiration and a cause for hope within their local community.”
Duncan Elliott, Guinness Marketing Director
The creative advert is going down a treat:
— Richard Robinson???? (@LondonRobinson) September 18, 2017
— James Kavanagh (@JamesKa21463230) September 18, 2017
The Compton Cowboys campaign was created by advertising agency Abbott Mead Vickers BBDO together with renowned director, Henry Alex Rubin.