Diageo follows up its Rugby World Cup Made of More ad series for Guinness with a trip back to New York’s jazz clubs in the 1930s by telling the story of John Hammond who was born in turn-of-the-century Manhattan – before civil rights, and when racial disharmony prevailed. Not surprisingly, ‘Intolerant Champion’ was shot in black and white.
Black and white musicians rarely played together then and many venues permitted white audiences only. From an early age, Hammond developed a passion for music of black origin – jazz, blues, big band and gospel. He travelled Harlem’s clubs and bars seeking undiscovered musical talent for his radio show and was often the only white man in the room.
Undeterred, he went on to become a remarkable talent scout and was responsible for discovering musicians like Billie Holiday, Count Basie and Aretha Franklin. He signed them to Columbia Records, giving them a platform to be heard – not only by black audiences, but by music lovers across America and the world over.
Hammond stood almost alone in championing the potential of black and white musicians working together and fighting this racial cause gave him a platform to make a difference. In his memoirs he reflects, “I heard no colour line in the music…” Hammond described himself as, “the sometimes intolerant champion of tolerance”.
Others described him simply as “the world’s greatest talent scout”. He went on to sign legends like Bob Dylan and Bruce Springsteen to Columbia, but it was his role in bringing together black and white musicians that is his most lasting legacy. The voiceover is by Hollywood actor Danny Glover, who starred alongside Mel Gibson in Lethal Weapon.
Stephen O’Kelly, marketing director, Guinness, says the music in the ad – made by AMV BBDO – is a remix of ‘Sing Sing Sing’ from the Swings Kids film score by James Horner. The song was originally made famous by the Benny Goodman Trio, the first major mixed race band in the US. Hammond was instrumental in bringing them together.
Irish International creative duo Pat Hamill and Mark Nutley were also closely involved.
The ad features Grammy nominated Lianne La Havas, who references Hammond artists such as Aretha Franklin, Billie Holiday and Bob Dylan as influences on her music. The ad was directed by music video and film director Jake Nava, whose portfolio includes work for Adele, Beyoncé and Arctic Monkeys. To view the ad, https://youtu.be/VMBmJYBrigY
