New Guinness advert takes viewers inside St James’ Gate brewery


Guinness has launched its first ever TV ad that offers viewers a glimpse inside its famous St James Gate brewery. Narrated by Irish actor Cillian Murphy, ‘Gates’ was directed by award-winning, filmmaker, Philip Montgomery of LA-based Anonymous Content. The music track is ‘Grand Hotel’ by Alain Francois Bernard.

“Much of my filmmaking is about seeking, capturing and expressing things that are real and true”, commented Montgomery. “It was a fantastic opportunity to do this behind the historic walls of St. James’s Gate.

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There, we had the opportunity to film nearly every inch of the brewery and get to know some of the great people who work there. It is a place where the past is still very much alive.”

‘Gates’ will air on multi channels across the UK and Ireland until the end of October in the UK and the end of November in Ireland. It will be supported by outdoor and PR activation as well as a social and digital campaign taking a closer look at some of the people who are featured in the ad. The advert begins just after dawn as we follow Peter Simpson, a young brewer cycling to work through the streets of Dublin. It’s not until he dismounts his bike to open a huge set of gates that the viewer realises the ad is for GUINNESS – and Simpson’s destination is the St. James’s Gate brewery. After he enters the brewery, the ad progresses to give us glimpses into life inside the gates and the people behind the beer ‘St. James’s Gate is a community of people driven by a passion for brewing and advancing the high bar set by previous brewers over two centuries ago’, said Stephen O’Kelly, Marketing Director for GUINNESS, Western Europe. ‘We’re proud of our past achievements and we’re excited about those to come. We felt it was time to open the gates and let the world see the people who make our beer special.’

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