A new Guinness advertising campaign, portraying the story of ’The Compton Cowboys’, has launched across Ireland and the UK.
The new release is the next chapter of the iconic ‘Made of More’ series, which champions real people who have shown unexpected character to enrich the world around them.
‘The Compton Cowboys’ tells the story of a group of men living in Compton, LA, a city often known for gangs and violence. By following their true passion and caring for horses, they have made an unusual yet brave choice to take a different path to that of the gang life that dominated the environment in which they grew up.
Many of their horses are rescued from auction houses where otherwise they would end up in the slaughterhouse. By saving these horses, nursing them, caring for them and bringing them back to life, the Cowboys find a sense of purpose and confidence that enriches both their lives and those of the people living in the community around them.
The new campaign captures the essence of defying personal circumstances, a theme which has run throughout the brand’s recent campaigns.
and features real-life cowboys, including the main protagonist Keenan Abercrombie, who was born and raised in Compton. Despite growing up in difficult circumstances, which for some has even resulted in jail time, the ‘Compton Cowboys’ have had the strength of character to re-focus their lives in a positive way. Together, they serve as an example to others that by making bold decisions and following your own path in life, you can find peace and personal fulfilment, regardless of circumstance.
According to Duncan Elliott, Guinness marketing director: “We are proud to celebrate the ‘Compton Cowboys’ in our new campaign, a group of people who have made a bold and unexpected choice to live a different life., Through their love and devotion to their horses and each other, they are a source of inspiration and a cause for hope within their local community.”
‘The Compton Cowboys’ campaign was created by advertising agency Abbott Mead Vickers BBDO together with renowned Director, Henry Alex Rubin who is signed to Smuggler, and will air for the first time on TV 18th September 2017, with supporting social and digital content on YouTube, Facebook, Instagram and Snapchat. To preview the advert in full, visit www.guinness.com.
Creative Agency: AMV BBDO
Executive Creative Directors: Alex Grieve and Adrian Rossi
Creative Directors: Steve Jones, Martin Loraine
Copywriter: Martin Loraine
Art Director: Steve Jones
Social Creatives: Julia Merino, Scarlett Montanero
Agency Planner: David Edwards, Lisa Stoney
Agency Account Man: Michael Pring, Tessa Brisbane, Sam Ayre, Luke Hickey
Agency Producer: Anita Sasdy, Frankie Burwell-Wright
Social and Digital Producer: Jamie Webber
Media Agency: Carat
Media Planner: Dina Rogozhina
Production Company: Smuggler
Director: Henry Alex Rubin
Director of Photography: Grieg Fraser
Content Director: Harrison Schaaf
Stills Photographer: Stefan Kocev
Production Co. Executive Producer: Chris Barrett/Fergus Brown
Production Co. Producer: Molly Pope
Editor: Kyle Valenta @ Cartel
Post-production Company: The Mill
Audio Post-production: 750