Based on a world being brought to life, the spot does not contain the "good things come to those who wait" line. Instead, it introduces the "bring it to life" strategy, which has been created to embrace off-trade sales and the growth in home drinking.
The ad starts with an alchemist in a dark land, and cuts to various shots of men creating new areas of the world such as an ocean, a forest and a waterfall.
The production team includes the director Johnny Green; Grant Major, an Oscar-winning set-designer on The Lord Of The Rings; and Wally Pfister, a director of photography who was nominated for an Oscar for his work on The Dark Knight.
Guinness has also teamed up with Google Earth to produce an online world that users can help bring to life by creating their own terrain.