"A Lovely Day"

15 August 2025

90s

Blank canvas.

This Guinness ad is a perfect illustration of how it's possible for a brand to associate itself with something that has little to do with them without it feeling opportunistic or intrusive. The blank canvas of a new Premier League season lay ahead of all fans on Friday evening before the first fixture kicked off.

The hopes, which will soon be tattered, were still intact and waiting for brutal reality. This film captures that sublime victory of optimism over common sense as fans look forward to what lies ahead. Tome Green has created a montage which, whilst familiar, nonetheless feels fresh... as fresh at least as the feeling itself, momentarily defiant of realism.

And in the middle of it all, again and again, Guinness's 0.0 variant. A way for fans to keep drinking as they watch in the pub without ever reaching oblivion. It's a neat trick to make it all feel so natural, and that's been achieved with a gentle skill that genuinely encourages the idea that the advertised product is a perfect accompaniment for a revelry that is about a love of the game, rather than a bitterness turned on rival fans.

UK

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