GUINNESS Pours A Pint Full Of Heart With Latest ‘Made Of More’ TV Execution

July 14, 2014

‘Empty Chair’ Saves a Seat for a Returning Soldier and Celebrates the True Essence of Character

EVERY-TOWN, USA, July 14, 2014 /PRNewswire/ — No matter how big or small, actions prove to speak louder than words and the new MADE OF MORE TV ad from GUINNESS, ‘Empty Chair,’ showcases just that. What seems like a small gesture – a bartender setting out a fresh pint of GUINNESS, night after night, to await its intended recipient – underscores the raw emotion of how much one person can mean to another. Despite the revelry going on around and the seasons passing, the pint remains untouched and undisturbed. Finally you see a returning solider walk in the door, nod to the bartender, and pick up the glass while those around him raise a glass to his service and sacrifice.

During halftime of the World Cup finals yesterday, the GUINNESS brand’s newest commercial, ‘Empty Chair,’ made its television debut. The spot is a salute to the commitment and loyalty made by those who do more to support their community and the people who make sacrifices for others. ‘Empty Chair’ reminds us all that even the smallest of gestures can have an impact, and that one’s true character is revealed by the choices he/she makes.

The third spot in the MADE OF MORE campaign, ‘Empty Chair’ follows the award-winning ‘Basketball’ commercial last fall and a TV spot in February featuring Olympian twin sisters Tracy and Lanny Barnes.

“We wanted to create a story that captured a genuine emotion that can be felt by almost anyone,” said GUINNESS Brand Director Doug Campbell. “‘Empty Chair’ celebrates and honors the commitment and sacrifices made for those we care about. The heart of this video lies just as much in the bartender and patrons of the bar, as it does the soldier returning from duty. You can see the impact their actions have on the soldier at the end of the video when the patron stands to toast him.”

This ad helps to kick off a nationwide effort to raise a glass to those who make contributions to their local communities around the country, from soldiers, police officers and firefighters to local community organizers, volunteers and coaches. Starting in July, the GUINNESS brand will host more than 2,000 events around the country to support and celebrate these individuals. Whether showing support at home or at one of the events across the country, GUINNESS reminds everyone of legal drinking age to raise a glass responsibly.

The ad was created by advertising agency BBDO New York with director Noam Murro. It is the third video released by the brand as part of its MADE OF MORE campaign that was launched in 2013. ‘Empty Chair’ will continue to run on major cable networks and will be supported with sales materials, social media, and PR in addition to more than 2,000 events. The video has received more than 1.5 million views with GUINNESS featured as a regionally trending topic on Twitter during the World Cup finals match as well as post-game; watch the video online on the brand’s YouTube page.


The GUINNESS(®) brand enjoys a global reputation as a uniquely authentic beer and the best-selling stout in the world. Famous for its dark color, velvety smooth head and unique surge and settle, this distinctive beer has been brewed at the St. James’s Gate brewery in Dublin, Ireland since 1759. Over 10 million glasses of GUINNESS beer are enjoyed every single day around the world, and 1.8 billion pints are sold every year. GUINNESS beer is available in well over 100 countries worldwide and is brewed in almost 50. Also from the makers of GUINNESS, SMITHWICK’S, Ireland’s oldest and best selling ale and HARP Lager, whose name pays tribute to the GUINNESS logo and the national symbol of Ireland. Additional information about the GUINNESS brand can be found at www.guinness.com.

Celebrating life, every day, everywhere.

    Media Contacts:

    Maeve Hagen, Taylor       Jim Sias, Diageo

    (212) 714-5743            (646) 223-2305

    mhagen@taylorstrategy.com jim.sias@diageo.com

Video – https://www.youtube.com/watch?v=rx0MRawkrj4


Source: PR Newswire

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