New Guinness Ad Celebrates Life Of John Hammond

By Publications Checkout
New Guinness Ad Celebrates Life Of John Hammond

Guinness has unveiled a new television ad, entitled ‘Intolerant Champion’, as the next chapter in its Made of More Campaign, to be broadcast in Ireland and the UK from the 3rd of February.

The black and white ad tells the story of John Hammond, who is credited with bringing black artists like Billie Holiday into the mainstream at a time in the US when racial disharmony prevailed.

In the 1930’s, black and white artists rarely worked together, and many music venues only allowed white audiences. However, Hammond developed a true passion for music of black origin, like Jazz, Blues and Gospel. He would visit the clubs in Harlem, seeking talent for his radio show, and signed artists to Columbia records.

In his memoirs, he said, “I heard no colour line in the music”, and described himself as “the sometimes intolerant champion of tolerance”.

Featuring a voiceover by actor, producer and humanitarian, Danny Glover, the ad gives viewers a window into Hammond's world, where music lovers from all backgrounds come together to celebrate great songs over the airwaves.


Guinness Marketing Director, Stephen O'Kelly, commented that that ad “continues a series of stories from Guinness that feature ordinary people achieving extraordinary things.

“John Hammond, in his search for great music, brought black and white musicians together, over-coming divides and creating a fantastic music and social legacy that continues to this day.”

It has been directed by Jake Nava, known for his videos for Adele, Beyoncé and Arctic Monkeys, and features a remix of 'Sing, Sing, Sing', a song made famous by the Benny Goodman Trio – the first major mixed band in America.

“It’s fair to say that John Hammond is an unsung hero and his lasting legacy on the world of music is a story that has been largely untold. It is wonderful to have the opportunity to tell an aspect of it in a way that I believe authentically captures the significance of what he achieved,” said Nava.

© 2016 - Checkout Magazine by Jenny Whelan.