Guinness must have its head in the clouds. Why else would the famous stout brand make a cloud the star of its latest ad campaign, Some Are Made Of More?
But then, this is no normal cloud. Not happy covering up the sun or raining on world-weary pedestrians, this one fancies itself as a hero.
It breaks free from the overcast sky and wanders lonely as a ...err...cloud around the city.
It encounters danger in the form of an angry dog, weaves itself around city skyscrapers and becomes the hero of the day, saving the lives of innocent civilians. Sounds a bit like a Spider-man film. Our stormy explorer just needs a love interest now.
The footage is impressive visually and the music is like that of a theatrical trailer. They definitely have captured a film-like feel. It has already been released online and will be aired on UK TV for the first time tomorrow.
Their follow-up print campaign is also linked to nature. One features an extremely elaborate spider's web which looks more like a work of art.
The ad is a metaphor which shows how extraordinary things can occur if you are unique and stand out from the crowd. Guinness has aimed the ad at its consumers who 'never settle for ordinary'.
Some critics think that the ad fails to link the advert to the product itself, and that it does not have the same virality as some of their previous ads. Guinness does have a lot to live up to. They are famous for their creative adverts, for example 'Surfer', 'Evolution' and 'Dreamer'.
Let's hope these critics won't rain on their parade any longer and that Guinness prove them wrong.