Guinness’ Made of More’ saddles up in South Central LA

Guinness’ ‘Made of More’ campaign from AMV BBDO is usually something to look forward to with its tales of people surmounting the obstacles of life, from the awarded ‘Sapeurs’ to the underrated ‘John Hammond.’

Now it’s back with the ‘Compton Cowboys,’ former gang members from Compton in South Central LA and their love of horses. At a guess I’d say that horse livery in LA is a touch cheaper than in England’s shires.

Not vintage but a worthy enough addition to a standout campaign.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.