Guinness lures millennials with 'social first' ad campaign

Brand bypasses TV and launches 60-second homage to Jazz Age on Instagram

A still from the Guinness ad

Guinness is the first brand to launch a 60-second ad on Instagram.

The video tells the story of John Hammond who discovered musicians such as Billie Holiday, Count Basie and Aretha Franklin.

Marketing director for Guinness Stephen O’Kelly said Instagram was “the perfect medium”.

“Instagram has grown enormously in scale in the past 12 months and is a channel best suited for stylish and striking imagery.

"We believed it was the perfect ...