Guinness World Cup spirit

Guinness has been engulfed by World Cup fever as the Irish beer has unveiled a series of press adverts, using famous images from previous tournaments and an emotionally charged television commercial, which is being aired locally.

The nostalgic images are based on some of the most memorable football events such as a pair of hands together with the wording; "Mexico 1970, one pair of hands brought the world to its feet," which seeks to remind the reader of the moment Englishman Gordon Banks saved a Pele header in the 1970 World Cup.

The Guinness 'Scout' television commercial features football scout Tommy Howe travelling through South Africa in search of talent. What he finds pleases him immensely: a plethora of locals who play the game the way it is meant to be played - passionately.

Unknowing to Howe, his chauffeur is just as skilled and an impromptu display of his football artistry brings a smile to Howe's face as he ends the one-minute commercial: "There truly is a drop of greatness in every man," - a play on the Guinness theme, "Reach for Greatness".

Guinness says the increased brand visibility is aimed at driving sales of Guinness during the key sporting period and will benefit licensees preparing for a summer of football.

striving for greatness

Jomo Cato, Diageo's head of marketing beers, Northern Latin America and the Caribbean, said, "The Guinness World Cup ad campaign embodies the spirit and fervour of the World Cup itself. The passion the players and fans display for the sport is similar to that of Diageo and its team as we strive for greatness."

On Friday June 11, Red Stripe launched its World Cup campaign, Star Ballaz, which features several women who give new meaning to the term 'the beautiful game'.

Special Star Ballaz promotions will be held at Acropolis in Kingston and May Pen, Twisted Kilt in Montego Bay and at Margueritaville, among other locations.