Embracing Irish Roots: Guinness Collaborates with Jason Momoa
Discover how Guinness, the iconic brand, partners with the dynamic action star to co-direct and produce an exciting new campaign that will unfold over the course of the year.
Guinness has teamed up with actor Jason Momoa for a fresh campaign leading up to St. Patrick's Day. The campaign, titled "Lovely Day," was co-directed by Momoa himself and will be showcased on digital and social platforms starting March 11, with plans to extend to TV. The content was created by Momoa's production company, On The Roam.
A hero film featuring Jason Momoa begins with him nervously drinking a Guinness in a Japanese-style bar while opening a letter. Excitedly, he jumps up and sprints through the streets before bursting into another bar to exclaim, "I'm Irish!" He embraces people of Irish descent before the bartender reveals he is actually only 2% Irish. Undeterred, Momoa responds enthusiastically, and the whole bar celebrates with a round of Guinness.
Also included in the film is Momoa's mother, Coni Momoa, who famously gave him his first Guinness when he turned 21. She can be seen in the bar as her son proudly shares his surprising ancestry results.
The Momoa-centric campaign is part of Guinness’s St. Patrick’s Day activations, which also include a collaboration with Ancestry for consumers to explore their connections to the Guinness Storehouse. The “Lovely Day” campaign, featuring new footage and variations, will extend beyond the holiday and run throughout the year.
Guinness U.S. brand director, Joyce He, expressed excitement about the partnership with Jason Momoa, stating, "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."
Editor's P/S:
The Guinness and Jason Momoa collaboration for St. Patrick's Day is a clever and engaging campaign that celebrates the spirit of Irish heritage and community. Momoa's genuine enthusiasm and the inclusion of his mother add a personal touch, making the campaign relatable and heartwarming. The hero film effectively captures the joy and camaraderie associated with St. Patrick's Day, while also subtly acknowledging the diverse nature of Irish identity.
By partnering with Ancestry, Guinness further extends the campaign's reach and allows consumers to explore their own connections to Ireland. This interactive element adds a unique and meaningful layer to the celebration, encouraging people to embrace their Irish roots and share their stories. The campaign's extension beyond the holiday demonstrates Guinness's commitment to fostering a sense of community and connection throughout the year.
