Guinness superfan Momoa lands role of a
lifetime, putting his production company, closest friends, and
family to work in Guinness directorial debut
NEW YORK,
March 6,
2024 /PRNewswire/ -- What happens when an iconic beer
joins forces with its biggest fan in the entire universe? This.
Introducing a years-in-the-making partnership
between Guinness and star actor Jason Momoa. Starting today, brand
new content – co-directed by and starring Momoa –
will appear across digital and social media, with TV to follow on
March 11.
"I've wanted to direct for Guinness for 12 years
now," said Momoa, who shot with Guinness in New Zealand, the location for his latest
movie. "They have, in my opinion, the best commercials in the
world. It was fun pitching this idea to them, they loved it; and
now, it's turned into a dream job."
The personal connection to Guinness runs deep.
Momoa and his production company, ON THE ROAM, produced the content
and enlisted the people he loves most to create something amazing
with the beer he loves most. Joining him in the new spot are close
friends and even his mom, who handed Momoa his very first pint of
Guinness when he turned 21 and appears in a special role.
"I loved it, I had a lot of fun," said
Coni Momoa. "It was my first acting
experience, so I was a little nervous."
The story begins with Momoa finding out he's 2%
Irish, and then in a way only he can, he spreads the word and
ignites a joyful celebration along the way. From a sushi restaurant
to a pub, from old to young, from very Irish to not Irish at all,
Momoa shows that no matter who you are or where you're toasting,
there's a Guinness for everyone.
"Finally working with Jason has been so special,"
said Joyce He, Guinness US brand
director. "For years, he's 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. I can't wait to keep sharing with the world what
we already know: any day is a lovely day for a Guinness."
"It's been a decade-long dream to create a
Guinness campaign. I'm excited to have the chance to do it
side-by-side with Jason, our production company, ON THE ROAM, and
the whole team at Guinness," said Brian
Mendoza, Momoa's longtime creative partner, who co-directed
and produced the content alongside him.
Although this is debuting just in time for St.
Patrick's Day, the Guinness "Lovely Day" campaign featuring
Jason Momoa will run all year long, including new footage and
variations. In addition to the TV airwaves, keep an eye on
@GuinnessUS social handles and Jason's channels for much more.
Wherever and whenever you're celebrating
throughout the year, do Jason Momoa proud and have the best pint,
and the best time, with your family and friends – but
remember to do it responsibly.
About Guinness
The Guinness brand was
established in 1759, when Arthur Guinness signed a 9,000 year lease
on St. James's Gate Brewery in
Dublin. Brewed using four main
ingredients, water, barley (malted & roasted), hops and yeast,
Guinness is the world's most popular stout. The iconic beer is
brewed in 49 countries worldwide and sold in over 150 with almost 9
million glasses of Guinness enjoyed every day around the world. The
most GUINNESS is sold in Great
Britain, Ireland,
USA, Nigeria and Cameroon. More information can be found at
www.guinness.com.
About Diageo
Diageo is a global
leader in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's
whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos,
DeLeon and Don Julio tequilas,
Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock
Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and
their products are sold in more than 180 countries around the
world. For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
About ON THE ROAM
Jason Momoa and
Brian Mendoza founded ON THE ROAM, a
creative powerhouse dedicated to crafting groundbreaking and
immersive storytelling experiences across various entertainment
mediums. Guided by a commitment to authentic storytelling, ON THE
ROAM strives to redefine narratives, challenge conventions, and
elevate voices that resonate with global audiences. The company is
driven by a passion for creating content that entertains and
impacts hearts and minds. More information can be found at
www.ontheroam.com
MEDIA CONTACTS:
Amanda
Haynes, TAYLOR
diageobeer@taylorstrategy.com
Kelly Pepe, DIAGEO
kelly.pepe@diageo.com
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SOURCE GUINNESS