Launching itself as the new beer partner of the Premier League, Guinness eschewed the bright lights of the Etihad Stadium for the remote isle of Eriskay. It’s not the first football ad to land on Eric’s Isle nor will it be last. So what’s the draw? On the windswept isle of Eriskay, Scotland, a tenth of the circa 140 population plays for the only football team, Eriskay FC.
Nevertheless, their pitch is recognized by Fifa as one of the eight most remarkable places to play football in the world, despite, or perhaps enhanced by, the bumps and horse pats. And now, the picturesque playing field is also the setting for Guinness’s first global ad. By choosing Eriskay as the backdrop to announce its high-profile partnership with the Premier League, Guinness is embarking on its biggest-ever sports sponsorship on one of football’s most remote destinations.
The stout brand couldn’t have picked a location further away from the glitz, glamor and VAR controversies of the Premier League. So why has it? To the Outer Hebridean island it is then, where we’re treated to sheer cliffs, dour weather, wallpaper-stripping winds, horse pitch invasions, fishermen ball boys and of course, a pint of Guinness. Not bad for a day’s work, but is it an idea that’ll resonate all around the world? Well, ad agency AMV BBDO thinks so, with ‘Eriskay’ kicking off a “community-first” campaign that also includes ‘Brothers’ (set in Nigeria) and to come, ‘Rooftop’ (South Korea) and ‘R.