Guinness: Scout
Brand
Date
Oct 2025
Description
Guinness's 'Scout' campaign centers on the narrative journey of Tommy Howe, documenting his arrival at an airport and his subsequent introduction to a local football scout. The spot moves through a mix of bustling terminal interiors and sun-drenched urban settings, focusing on the character's interactions within the city. Produced by Romance Films with creative direction from Saatchi & Saatchi, the film leans into a grounded, documentary-style aesthetic. The execution relies on natural light and live-action techniques to emphasize the authenticity of the encounter and the surrounding environment.
Style
Horizontal, Commercial
Techniques
Natural light
Color
Jet Black
Pure White
Background
Hotel Lobby
Context
TVC / TV Commercial
Associated creatives
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