Description
This ad says almost nothing, and that’s exactly the point. A dark canvas, a quiet curve of foam, and a single line: Made of More. Guinness isn’t trying to explain itself. It’s reminding you that you already know what it stands for. Depth, patience, character. This is an ad built on confidence, not persuasion.
How it works
The restraint does all the talking. By stripping everything back, Guinness lets the viewer fill in the gaps. The creamy arc instantly signals the pour, the pause, the ritual. There’s no rush here, no noise, no gimmicks. “Made of More” works because it’s deliberately vague, it invites meaning instead of dictating it. More flavor, more history, more substance, more moment. Whatever more means to you, Guinness fits inside it.
How it can be reused
This approach is powerful for brands that have earned trust over time. When your product already carries weight, less explanation creates more intrigue. It works for heritage brands, premium products, or anything rooted in craft and consistency. Say less. Show one unmistakable cue. Let the audience project their own meaning, and they’ll feel like the message was made just for them.
