Guinness Scout for Greatness

The Guinness connection with football greatness in Africa is celebrated in “Scout”, a television commercial based around the central idea that there is greatness in every man, everywhere and is a call to action for men to step up and realise their potential today. British actor Danny Webb arrives at an African airport as Mr. Tommy Howe, a football scout. Journeying to Africa in search of the Greatness in one player, he eventually finds its presence everywhere. As Howe’s driver shows him through the city, he passes impromptu football matches taking place all around, on the side of the street, in a hotel carpark. Webb’s driver, a spectator at the official match, becomes the unexpected hero, seizing opportunity to demonstrate his own exceptional skill when the ball comes his way on the sideline.

Guinness Scout commercial

Click on the image below to play the video in YouTube

‘Scout’ was released in Nigeria in November 2009 to coincide with the Nigeria versus Kenya World Cup qualifier match in the African Cup of Nations. The spot has since aired in Ghana, Kenya, Cameroon, Uganda and throughout 13 venture markets including Benin, Burkina Faso, Chad, Cote d’Ivoire, Congo Brazzaville, Democratic Republic of Congo, Equatorial Guinea, Gabon, Gambia, Liberia, Mali, Sierra Leone and Togo.


The Scout ad was developed at Saatchi & Saatchi South Africa, Cape Town, by executive creative director Anton Crone, creative director Gavin Whitfield, art director Gareth Cohen, agency producer Lee-Anne Jacobz, account team Kyle Marquis and Andy Bell.

John Pallant, Regional Creative Director EMEA, Saatchi & Saatchi said “We wanted this next iteration of Greatness to be an inspirational, uplifting story of passion and self belief from the world of African Football. To achieve this we worked with our African network to send creative teams ‘Xploring’ in Africa to uncover real insights from the real people we wanted to connect with. The fascinating, authentic stories they came back with were alive with optimism and were the inspiration for our work.”

Filming was shot in Nairobi, Mombassa and Malindi by Greg Gray via Velocity Films with director of photography Paul Gilpin, producers Helena Woodfine. Local production was provided by Mario Zvan, BlueSky Films, Hermal Shah, Paolo Sassi.

Editor was Ricky Boyd at Deliverance Post Production.

Music was composed by Johnny de Ridder at Softlight City. Sound was designed by Arnold Vermaak at B&S Studios.

The footballers featured are all local amateur players from Nigeria and Kenya, put through a four day bootcamp with top football choreographer Mike Delaney. The taxi driver is an Angolan born footballer living in London. He choreographs and stars in football commercials as well as being a freestyle champion.

  • patricia wright

    Mt name is Patricia Wright..I am writing this email,
    as I am doing my thesis at the moment for my masters in marketing and
    management strategy .I am just wondering would anyone who is associated with Guinness be available to participate in my primary research for my
    thesis sometime in July.

    First of all I am going to explain my thesis in some detail ,just to
    provide you with a quick overview of what it is about.First of all the
    topic is of great interest to me and that is why I chose it.
    The title is “An Investigation into the brand strategy employed by
    Guinness (Diageo) in a non-traditional market (Nigeria)”

    The specific work for this dissertation will involve the following:
    1. Uncovering the role played by branding in Guinness’s success in the
    Nigerian market.
    2. To discover and explore the relationship between Guinness and its
    Nigerian Consumer
    3. To identify the role Guinness plays in the construction and
    maintenance of a consumer’s identity.
    4. To research the country of origin (or Irish Factor) and the
    Nigerian culture effect on Guinness consumption.
    5. Analyse the standardisation and adaption of the Guinness branded
    stout in the Nigerian market.
    6. To research and discover the Guinness marketing communications and
    branding strategy in Nigeria.

    I would greatly appreciate if you would participate in this research
    as it would be a help in sourcing concrete primary research findings
    for my thesis.

    Regards ,
    Patricia Wright.