The rules are changing so quickly right now. Clearly, US agency, Quaker City Mercantile and Guinness made their ad after the onset of COVID-19 but before lockdowns began being put in place. The spot references the fact that St Patrick’s Day marches won’t go ahead this year but does not anticipate bars and clubs being closed. (It also alludes to Chicago’s tradition of dyeing the Chicago River green being postponed. That can only be good for the environment, surely.)

The spot’s message is, “don’t worry, we’ll march again,” an encouragement with a wider meaning and an awful lot of feel better factor.

The ad’s voiceover continues, “on St. Patrick’s Day we are all Irish, but let’s not forget that every day, we are all human. What matters is being with people you care about. Whether you are planning to safely celebrate at the pub, or hosting at home, if you can call the people around you friends or family, you’ve already won. When you raise a pint of Guinness, also remember to raise each other up.”

The ad was created with historical footage, so it was able to be produced very quickly. Part of its aim was to support bars and restaurants. Maybe people will do that when they’re finally free.