Samarth I Guinness tours all 50 states in a new campaign by Uncommon Creative Studio to connect with American drinkers through shared community moments.
Guinness, the Irish stout long synonymous with Dublin pubs and rainy-day pints, is now angling for a deeper foothold in American hearts—and fridges. Its latest campaign, A Lovely Day, marks the brand’s first U.S.-led marketing effort developed by Uncommon Creative Studio’s New York office, following the agency’s appointment last year.
The campaign spans a 5,057-mile odyssey through all 50 U.S. states, capturing unscripted moments of togetherness in places far removed from Ireland’s rolling green hills. From a brass band in New Orleans to a Chicago plumbers union, a rugby squad in New Mexico to an ice-fishing derby in Minnesota, Guinness embeds itself as both observer and participant in the American social fabric.
At its core, the campaign modernizes the classic 1930s line, “Lovely Day for a Guinness,” trading nostalgia for a more inclusive message of shared humanity. “We met real people and witnessed real moments,” said Joyce He, VP of Guinness. “All we did was bring the Guinness and let the cameras roll.”
This push aligns with Diageo’s broader effort to expand Guinness’s U.S. presence, especially in a craft beer market that increasingly values authenticity and storytelling. It follows the recent expansion of Guinness’s Open Gate Brewery in Baltimore and rising interest in stout-style beers beyond winter months.
While the campaign celebrates Guinness as a cultural bridge, it’s also a strategic maneuver to court the next generation of drinkers—those who prize experience, locality, and community as much as heritage.
