A new Guinness ad entitled ‘Intolerant Champion’, the next chapter in its ‘Made of More’ campaign, will air for the first time in Ireland and the UK on Wednesday February 3.

Here are 6 essential facts about the new ad…

1. Story

‘Intolerant champion’ tells the story of John Hammond, a talent scout who went against racial prejudices in 1930’s New York in championing the potential of black and white musicians working together.

2. Director

The ad was directed by Jake Nava, whose portfolio includes videos for Adele, Beyoncé and Arctic Monkeys.

Dancers in new GUINNESS ad celebrating John Hammond, an extraordinary man who achieved extraordinary things. www.guinness.com

3. Voiceover

The voiceover is provided by Danny Glover, a celebrated US actor, producer and humanitarian.

4. Music

The music in the ad is a remix of ‘Sing Sing Sing’ from the Swings Kids film score by James Horner. The song was originally made famous by the Benny Goodman Trio – the first major mixed race band in American. Hammond was instrumental in bringing the band members together.

Image from new GUINNESS ad celebrating John Hammond, an ordinary man who achieved extraordinary things. www.guinness.com (6)

5. Cameo

The ad features Grammy nominated Lianne La Havas, who referenced Hammond artists such as Aretha Franklin, Billie Holiday and Bob Dylan as influences on her music

6. World’s Greatest Talent Scout

Hammond described himself as “the sometimes intolerant champion of tolerance” while others described him simply as “the world’s greatest talent scout”. He went on to sign legends like Billie Holiday, Aretha Franklin, Bob Dylan and Bruce Springsteen to Columbia, but it was his pivotal role in bringing together black and white musicians that is his most lasting legacy.

Sorry, to keep you waiting, here’s the ad itself…

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