Guinness has partnered with actor Jason Momoa for a new campaign ahead of St. Patrick’s Day, according to a press release. “Lovely Day” was co-directed by the “Aquaman” star and is set to appear across digital channels and social channels with an extension to TV beginning on March 11. The content was produced by Momoa’s production company On The Roam.
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A two-and-a-half minute hero film opens with Momoa anxiously drinking a Guinness in a Japanese-style bar as he opens a letter. He then jumps up excitedly as he sprints through the streets before bursting through the doors of another bar to excitedly shout, “I’m Irish!” He then embraces people of Irish descent, before the bartender looks at the results, saying he’s 2% Irish. Momoa responds enthusiastically, and the whole bar shares a Guinness.
Appearing in the content is the actor’s mother, who gave him his first Guinness when he was 21, according to the release. Coni Momoa can be seen in the bar as her son walks in to proudly announce his ancestry results.
The Momoa-centric campaign coincides with Guinness’s larger St. Patrick’s Day activations, which include a tie-up with family history tracker Ancestry that allows consumers to track their connections to the famous Guinness Storehouse via digitized records. While timed to the holiday, the “Lovely Day” campaign will run throughout the year, with new footage and variations.
"For years, [Momoa has] been a huge fan of ours and of course we're huge fans of his. But this is more than just another partnership: together with Jason, we are starting a new chapter in our iconic story that will bring Guinness to more people, places and celebrations,” said Joyce He, Guinness U.S. brand director, in the press release.
