Guinness Foreign Extra Stout is called extra because it was originally brewed with extra hops and a higher gravity than Guinness Draught to help preserve the beer during long sea voyages. In the same spirit, VML UK’s campaign for Guiness Extra celebrates supporters who live the league intensely across distance, proving that fandom isn’t limited by geography – it’s built in communities, shared rituals, and the belief that matchday is bigger than the 90 minutes and extending the extraordinary feeling of belonging that makes matchdays Lovely Days for fans.
The campaign films spotlight fans whose devotion travels through extra support, extra fandom and extra belief, even thousands of miles from their clubs. It is part of Guinness’ Premier League sponsorship, putting real Premier League fans at the heart of the story and deepening recognition of Guinness as the Official Beer of the Premier League across key markets, including Africa and Asia.
The two documentary-style hero films are directed by Arthur Neumeier, set in Kenya and Indonesia and shot using a blend of 16mm analogue film and digital footage. Each film captures the texture of matchday fandom as it’s really lived – from braided hair and customised merch to neighbourhood viewing rituals including moments such as a gospel service, a devoted fan who designs and makes his own kits, and a salon creating football-inspired braids.
“The best way to tell this story was to let fans lead it,” stated Somnath Dasgupta, global marketing director, Guinness. “Football fandom gives people a space to really belong and that feeling is built as much in the shared emotions and rituals around matchday as it is in the game itself. With Guinness Extra, we’re boldly elevating the fan experience by putting real Premier League supporters at the centre of the story, in a way that reflects the same ‘Extra’ character Foreign Extra Stout is known for.”
“Guinness has an incredible history of storytelling, and Guinness Extra is a chance to write the next chapter with the people who actually live it,” added Ryan McManus, chief creative officer at VML UK. “We went into communities across Africa and South-East Asia to find the fans who don’t just watch the Premier League – they wear it, drive it, and build their lives around it. Our job was to honour that energy with the same level of craft and emotion Guinness is known for.”
Guinness is in its second season as the Official Beer and Official Non‑Alcoholic Beer of the Premier League and continues to grow its football footprint, including new club partnerships with Arsenal, Aston Villa and Newcastle United. In its debut season, Guinness activated its Premier League partnership in more than 80 countries. The Premier League is broadcast into more than 900 million homes across 189 countries.
Guinness Extra is running across TV, social and digital channels with out-of-home to follow.
Credits:
Client: DIAGEO
Global Marketing Manager, Guinness: Olawale Adetula
Creative Agency: VML
Chief Creative Officer – Ryan McManus
Executive Creative Directors: Marco Bezerra & Cesar Garcia
Associate Creative Director: Josh Richardson
Business Director: Matthew Puddephat
Global Chief Client Officer: Charlie Wade
Executive Producer: Jamie Gazard
Senior Producer: Jack Connell
Producer: Ferris Bradley
Senior Project Manager; Stephanie Liu
Director: Arthur Neumeier
DOP: Jean-Pierre Whitfield
Production Partner (Kenya): GINGER INK FILMS
Producer: Guy Wilson
Line Producer: Irene Magu
Production Manager: Tina Kabuthu
Production Partner (Indonesia) SPIN PRODUCTIONS
Editor: Greg Butler
Colourist: Nic Apostoli
Sound Mix: Luis Trujillo @ Form Post
Music Composition: Lucas Vidal
Music Track (Jakarta): DJ Slowz @ Saigon Supersound
