Just in time for St. Patrick’s Day, Ireland’s most famous brewery has released a new commercial starring Jason Momoa! Breathtaking and full of humor, the video seems to introduce the American actor as the new face of his brand. A choice that signals a more aggressive strategy, to further develop the popularity of “made in Ireland” beer, on a global scale. And let’s face it, the spot is already a real success!
Written by Jason Momoa himself, and produced by his production company “ON THE ROAM”, the commercial offers a quirky, humorous take on Guinness.
Entitled “Lovely Day”, it features Jason Momoa, learning good news… Mad with joy, he rushes through the streets of the city, screaming and gesticulating in all directions, without anyone really knowing what it’s all about.
In his fervor, he bumps into passers-by, almost gets run over by a car, and performs a few improvised stunts… all in a setting where the Guinnes seems omnipresent!
His tribulations in the city finally come to an end, and he finds himself in an Irish pub with his family and friends.
Gasping for breath but overjoyed, he announced: “I have Irish blood! A piece of news that brings joy and support to those close to her! A woman of a certain age takes the opportunity to mischievously tell him that he must respect the tradition of “Kiss me I’m Irish”… And then Jason Momoa starts kissing women in the pub, to the laughter of those around him!
Then Momoa decides to celebrate the news with a general tour, where everyone drinks… Guinness, of course!
The spot is effective, sympathetic and extremely subtle, and works perfectly. It allows Guinness to show just how unifying being Irish can be.
And for that, Jason Momoa is a brilliant choice. It grabs the viewer’s attention, and keeps them on the edge of their seats until the commercial’s conclusion.
A choice that reflects a clear strategy on the part of Diageo, the brand’s owner.
For the global giant, it is now imperative to boost the popularity of Irish dark beer on an international scale. Although well established worldwide, Guinness is keen to nibble ever more market share away from its competitors, to reach the top 3 of the world’s most consumed beers.
A challenge that can only be met by a series of striking image partnerships!
The collaboration with Jason Momoa should help raise the brand’s profile. His likeable, humorous personality, coupled with his recent screen successes, should boost the popularity of Irish beer, and shed new light on the brand’s values.
Guinness emphasizes the Irish origins of its beer and the values associated with it: pride in being Irish, camaraderie and a sense of humor.
Whatever the case, this commercial will be remembered for its lightness, humor and simplicity – typical Irish values! There’s no doubt about it: from its flagship slogans to its toucan, Guinness always excels in its marketing communications!
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