Guinness have always been well-known for setting a high bar when it comes to their TV ads, didn't they have Michael Fassbender himself in one back in the day. So it's always interesting to see what their latest offering is with their new ad just debuting on YouTube today and set to air on TV this coming Wednesday.
Entitled ‘Intolerant Champion’, it tell the story of John Hammond who lived in New York in the 1930s, at a time when Black and white musicians rarely played together and many music venues permitted white audiences only.
Despite this, from an early age John Hammond developed a burning passion for music of black origin – Jazz, The Blues, Big Band and Gospel. He would travel the clubs and bars of Harlem seeking raw, undiscovered musical talent for his radio show and he would often be the only white man in the room. Undeterred, he went on to become a remarkable talent scout and was responsible for discovering musicians like Billie Holiday, Count Basie and Aretha Franklin.
Hammond described himself as, “the sometimes intolerant champion of tolerance”. Others described him simply as, “the world’s greatest talent scout”. He went on to sign legends like Bob Dylan and Bruce Springsteen to Columbia, but it was his pivotal role in bringing together black and white musicians that is his most lasting legacy.
Grammy nominated Lianne La Havas features in the ad, while Hollywood actor Danny Glover (Murtaugh!) provides the voiceover. The ad was directed by Jake Nava, a top music video and film director, whose portfolio includes videos for Adele, Beyoncé and Artic Monkeys.
Director Jake Nava said, “It’s fair to say that John Hammond is an unsung hero and his lasting legacy on the world of music is a story that has been largely untold. It is wonderful to have the opportunity to tell an aspect of it in a way that I believe authentically captures the significance of what he achieved."