The campaign plays to the song ‘Always On My Mind’ in a humorous nod to those drinkers who have eagerly awaited the lifting of social restrictions. The music plays over video clips of empty streets and friends sat in the park at a 2m social distance.

It builds up to a close up shot of a pint of Guinness being served inside a pub, as customers sit round next to one another inside the pub. The plain text ‘good things come to those who wait’ shows on the screen.

The timely campaign touches on the current social environment being released just four days before the next stage of restrictions lifting today, 17 May. Guinness highlights its social responsibility as the video ends, ‘Guinness has pledged £30m to support pubs.’ The initiative has supported over 25,000 pubs and delivered in excess of 30,000 PPE kits across the UK over the past year.

Creative agency, AMV BBDO, developed the campaign in partnership with wine and spirit brand, Diageo. Outsider, Final cut and JAMVFX produced the video campaign.

The video has received over 60k views on YouTube and was been widely shared across social media platforms including twitter and LinkedIn. Every post is supported with the hashtag #LooksLikeGuinness to encourage consumers to join the conversation online.