A new TV spot for Guinness is helping launch a re-branding campaign for the popular brew. The campaign is girded with an updated slogan, “Bring It to Life.”

The long-form ad shows sequences where hardworking men labor to bring barren parts of the earth back to life. There’s a tinge of environmental messaging, though it mostly seems to play on the perception that those who drink the frothy stout are of the more thoughtful beer-drinking ilk. That’s been an ongoing message for Guinness, from their last slogan “Good Things Come” to “Those Who Wait” to the nearly hundred-year old tagline “Guinness is Good for You.” Creativity-Online notes that the new slogan is the first update for Guinness in a decade.


Watch it at Creativity-Online.