GUINNESS IS raising a glass to the possibilities ahead in a brand-new TV commercial set to air during the Superbowl in the US.
It’s the first time in more than 10 years that the iconic Irish stout will feature during the ad breaks for America’s biggest and best sporting event.
A brand famed for its iconic adverts; this latest entry sees Guinness enlist American football legend and iconic “Comeback Kid” Joe Montana to raise a toast to the everyday greatness within us all.
"Being great is about more than the glory or the numbers," Montana says in the new ad.
"It's really about being resilient and coming back – even from the hardest year ever. It's about celebrating each other and making everyone around you better.
"But most of all, real greatness is about keeping the faith that the best is always yet to come – that no matter what, we've got this."
Filmed over the course of three days, the advert involved socially distanced shoots with Montana at a football stadium and with staff at the Open Gate Brewery in Baltimore, which serves as thE home of Guinness in the US.
"This is a moment to look for optimism, as the Irish have always done," explained Jay Sethi, Diageo Beer Co. CMO.
"We think we've found something uplifting to say at the right time, and in a way that captures that Guinness magic and goodwill. Especially right now, we want to remind people that if we look out for one another and keep moving forward, we'll all come back better than ever. Having the 'Comeback Kid,' our friend Joe Montana, deliver the message felt absolutely perfect."
Guinness has been busy strengthening its ties with America’s favourite sport over the past few months.
Back in August, the Irish stout maker signed off on a deal that has seen them become the official beer of Notre Dame’s Fighting Irish football team.
Montana later appeared in a series of adverts celebrating the Notre Dame deal.
The NFL icon is a keen admirer of the black stuff too and used a recent interview with Forbes to recall the experience of drinking his very first pint of Guinness in Ireland.
“That's where I fell in love with it, over there," he said. "
Ever since then, I look for it over here whenever I possibly can and wherever we go. Obviously, we're not going very many places right now.”
With Covid-19 cases on the decline in Ireland, Montana can look forward to many more pints to come in the not-too-distant future.
