Irish beer brand Guinness is celebrating its flagship sponsorship of the Premier League with a new global campaign that puts football fans at its heart.
Crafted in collaboration with London agency AMV BBDO, ‘Lovely Day for Guinness’ features fans from all 20 Premier League clubs and shines a light on the “shared loved and devotion” that connects football communities around the world.
From vibrant apartment DJs overlooking stadiums and local match-day meals, to distinctive nail art and beloved pre-game pints, the brand’s latest spot aims to shine a light on the real fans, places and rituals, which “transcend” teams and geographies.
“Our first season as Official Beer and Non-Alcoholic Beer of the Premier League has been a galvanising platform for the brand around the world. More than a game, the Premier League has enabled Guinness to become part of rituals, traditions and moments of belonging that enrich the football viewing occasion,” said Somnath Dasgupta, global marketing director of Guinness.
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“This season, we’re taking that connection even further with our ‘Lovely Day for a Guinness’ campaign where we celebrate the fans who sing, cheer, stress and exhale through the emotional rollercoaster of every matchday, and the rituals that bind them together. Because win or lose, when you’re with your people and enjoying a pint of Guinness or Guinness 0.0, every match day can be a lovely day.”
The campaign will be featured across at least 215 live games on Sky Sports this season and will air weekly with more than 200 commercials scheduled to run throughout the Premier League campaign. Media planning and buying was handled by PHD.
Will Brookwell and Louis Prenaud, creatives at AMV BBDO added: “We wanted to show football culture as it truly is: unfiltered, emotional, and grounded in the truth. These aren’t actors pretending to be fans, they’re the real people who truly show their love for their team week in, week out.
“We think you can feel that in the films and it’s that power that will help this work travel across different platforms and markets around the world. This is Guinness celebrating football culture at its very best.”
