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 ‘Replay’ (undisclosed).
When I shared the Eriskay spot on LinkedIn , I was reminded (OK, I learned) that SkyBet and Umbro have also shot ads on the island. That’s on top of a couple of documentaries, which means it has essentially been captured from every angle. Now at the heart of a huge global campaign, is it too much of a leap of the imagination to think tourists might forgo the Etihad for Eriskay? In an age where football is increasingly dominated by money, Guinness, SkyBet and Umbro have tapped into a place that retains the spiritual memory of what football was.
Or perhaps what it never was. Visually, in a sea of chaos, we have a neatly framed football pitch carved into the rock, a testament to the endurance of our love for the sport. Despite having the advantage of already being in Scotland, it would apparently still take me 20 hours to travel to Eriskay from Glasgow by public transport.
So, for now, let’s watch the work back and then hear from some of the creative teams that have actually made the pilgrimage. Advertisement Guinness ‘Eriskay Island’ An ad so good we made it Ad of the Day. You can read more about it here.
Umbro ‘Four Corners’ Nathan Whitmarsh, co-founder of Heist, who worked on the above film, told me why he picked Eriskay: “It is the perfect place to make a football ad because of its uniqueness, and it’s not just down to the pitch but the community as well. I haven’t experienced a place like it where everyone is connected by the beautiful game; it’s like it’s coded into their DNA. From those who play to those who stand on the sidelines, football truly brings people together, and I couldn’t think of a better place to showcase that than Eriskay.
” SkyBet ‘Best Signing Eriskay FC Ever Made’ Similarly, Sean Thompson, founder and creative partner of Who Wot Why, explained why the island fit into the Sky Bet series. Advertisement “When we found out about the team in Eriskay, a couple of years ago, we knew it would make the perfect grassroots addition to our national search for Football’s No.1s.
Come hell or high horse manure, the teams play the game.” Islands in the streaming age Maybe it’s not Eriskay we long for. Maybe island football sparks a feeling of nostalgia.
Adidas took to the Isles of Scilly for ‘Dream Big’ in 2008. It’s peaceful and assured and slow and engaging. There’s no worry about flashing and binging and bopping to keep Gen Z engaged.
So much for fans, energy and screaming overworked tropes. This was from 180 Global. It would also be remiss of me to say that Guinness has no shortage of islands and water in its marketing.
I could mention a few you already know, but what about 1977’s ‘Island,’ where a pub waits patiently for a cask import via rowboat? You know, that pub doesn’t look a million miles away from the scenes at the end of Eriskay; the more things change, the more they stay the same. Well, other than Guinness now being Ireland’s most valuable brand and a cornerstone of premium football. In the mire of star-studded football commercials and cringe scenes of fans smiling in sanitized stadiums, maybe there’s something more honest about how football always finds a way, even on the remotest of islands.
Malph Minns, managing director of Strive Sponsorship, puts it better than I could. Catch up on the most important stories of the day, curated by our editorial team. See the best ads of the last week - all in one place.
Learn how to pitch to our editors and get published on The Drum. “Eriskay resonates with fans so much because it encapsulates everything you experience as a Sunday league footballer in one place. A lot of fans are/were also players.
We can all relate to the long journeys to games, the bumpy and slopey pitches, being exposed to the elements with no protection, the awkward places you need to retrieve the ball from, wondering if the ref will turn up, the characters at amateur clubs, and the people who keep the club running so you can play. And it does all that in a beautiful setting.” He thinks this should remind brands and clubs that “impressing fans with the latest technology, creating money can’t buy experiences, and offering exclusive content or unique access is only one way in which to engage fans.
” Ultimately, Eriskay taps into a trend of reminding us of who football is really for. Minns sees a parallel with the success of the Ryan Reynolds and Rob McElhenney show Welcome to Wrexham, set in a town few people outside Wales could identify on a map. “People love it not because of the Hollywood star power but because of the stories of everyday people.
People like them, or people they recognize from their time going to football and being a fan.” I can’t imagine I’m the only person planning a trip to Eriskay for a Guinness and a kickaround – even if it’s going to take 20 hours. Like island football and island Guinness, I, too, will find a way.
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