The sunny streets of Los Angeles is the backdrop for Guinness’ latest commercial. Created by AMV BBDO London and acclaimed director Henry-Alex Rubin,  the spot - titled The Compton Cowboys - features a real-life group of cowboys riding on horseback in South Central, Compton and Downtown LA. The 'Cowboys' are young men who’ve managed to break the cycle of violence and fear in South Central Los Angeles. It's rather a heart felt piece that looks at the purpose and meaning these men have added to their lives by looking after and saving these horses - some that were earmarked to be put down. These individuals in turn become beacons of hope. 

The story is extremely well told. Rubin, who directed last year’s lauded “Evan” spot for Sandy Hook Promise, deftly handles the material, delivering a perfect combination of poetry, grit and heart. His visual sense adds a lot to the story. The commercial is part of AMV BBDO’s ‘Made of More’ campaign for Guinness, which focuses on the lives of extraordinary individuals. It was shot over 4 days in July 2017. 

It's an incredibly interesting and heart warming piece that everyone should watch - even if just to marvel at the Los Angeles backdrop and feel an onslaught  to ones' senses.