Guinness 'alive inside' by IIBBDO Dublin

A beautifully executed representation of the settling effect in a pint of Guinness. The 60-second TV spot, which is running in Ireland only, aims to show what makes Guinness "alive inside".

Created by IIBBDO Dublin, the ad features a series of helmeted men fired at synthesiser drums to dramatise the moment when the creamy foamy head on a pint of Guinness begins to form.

This unusual ad also features a thumping soundtrack and ends with a bar scene and a voiceover that says: "Guinness, it's alive inside."