Guinness has released a new commercial as part of its ongoing “Made of More” campaign, which encourages consumers to reveal their talents, boldness and desire to achieve new heights, doing more to become more. The first ad unveiled during the promotion, which is rolling out in GB and Ireland, is  “Cloud” (it was released back in fall 2012) and the latest one is “Clock”—it aired on January 18 on the digital platform and arrives in cinemas and on TV on January 24.

“‘Made of More’ is the single biggest Guinness campaign to date, which kicked off in October 2012 with an advert entitled ‘Cloud’. We will continue to invest in Guinness throughout 2013 to drive its point of difference versus other brands in the beer category,” commented Nick Britton, Guinness Marketing Manager at Diageo. The latest spot is supported by a £5.5m media spend in GB and €4M in Ireland.

The new ad, just like the whole campaign, is developed by AMV BBDO. While the first spot was revolving around the extraordinary “made of more” cloud travelling through the city in our days, the second advert takes the audience back to the 1890s. The spot, directed by Peter Thwaites from Gorgeous, is focused on the tower clock in Bohemia, which helps the people of thу town get more of their life. This “not just the tick-tock kind of clock” clock that accelerates time (to help a cobbler do his work faster) or, on the contrary, makes seconds spin backwards (so that the blacksmith could save his premises) and makes some great moments last longer (when a returning army finally arrives home).

“The extraordinary clock in this advert is Made of More and has the ability to enhance peoples’ lives; we expect the clock to strike a chord with Guinness drinkers who are also Made of More and do not settle for the ordinary; who love the distinctive look and taste of Guinness and aspire to get the most out of every aspect of their lives,” added Britton.