This sweeping new Guinness ad is more than just a breath of fresh air. It marks a departure from the marketing strapline “Good things come to those who wait” that those at the helm of the famous Irish stout brewer have clasped closely for the past decade.

The TVC, titled “World”, features the new strapline “Bring it to life”, playing to the idea that Guinness looks like it comes alive when poured into a pint glass. Brilliant.