These days, alcohol commercials have to include responsible drinking statements but Guinness has gone one step further. It has created a responsible drinking spot as sponsor of the Six Nations rugby tournament from February 1. There is no Guinness stout shown or mentioned in the spot.

The ad is a parody of luxury brand commercials, with its exaggerated, evocative voiceover and slo-mo close-ups. It’s an ad for a product called Guinness Clear. Guinness Clear is water.

The aim of the campaign is to make men comfortable with the idea of ordering a pint of water in a pub. To slow down their drinking, or as the ad suggests, to “make it a night you’ll remember”.

https://youtu.be/ZS7wrJ39Lyk

Mark Sandys, global head of beer, Baileys and Smirnoff at Diageo, commented, “At Guinness, responsible drinking is something we take very seriously. With the launch of Guinness Six Nations, we wanted to ensure we delivered this important message to sports fans in a compelling way and so Guinness Clear was born.

“We want to make sure that ordering water, no matter the context, is an active and positive choice by the millions of fans who will be watching and attending the Guinness Six Nations over the next six weeks.”

Guinness Clear will make a real presence at the games, in branded water fonts and with Guinness Clear sampling.

Credits:

Agency: AMV BBDO

Creative Partner & Copywriter: Tim Riley

Senior Art Director: Zak Loney

Creative Directors: Nicholas Hulley & Nadja Lossgott

Production Company: MJZ & Pull The Trigger

Director: Tom Kuntz