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In resonance with Leonard Cohen's "You Want It Darker," this ad explores the introspective space of darkness, and is a nod to the profound themes of the song, focusing on the depth and richness found within darkness , exploring life and mortallity.
Drawing on Cohen's lyrics to evoke a sense of contemplation and depth, inviting consumers to embrace the darkness in both their lives and their choice of beverage. The ad highlights the complexity and authenticity of Guinness, paralleling the depth of flavour found within the stout to the complexities of the human experience.
In contrast to the superficiality often associated with brightness, Guinness celebrates darkness as a symbol of depth, authenticity, and truth. The ad encourages consumers to embrace the depth and complexity of their experiences and their surroundings, finding beauty and richness.