On St. Patrick’s Day, lots of people claim Irish blood. In a new ad for Guinness, Jason Momoa shows off the papers to prove it.
The commercial—which marks the start of an endorsement deal between the actor and Diageo-owned brand—begins by showing Momoa holding a letter while seated at the bar at a sushi restaurant. After reading it, he bolts out of the establishment, races through a city, and rushes into a pub, where he declares that “I am F--kin Irish,” before presenting the letter to the bartender, who skeptically reveals that Momoa is only 2% Irish. But for Momoa, and the other ethnically diverse patrons at the bar, “that’s all you need.” The Hawaian-born actor’s mother, Coni, makes a cameo in the spot (he gives her a kiss near the end).
Momoa co-directed the ad with longtime creative partner Brian Mendoza. It was handled by Momoa’s production company, On the Roam, and shot in New Zealand, where the actor is filming the upcoming “Minecraft” movie. A cut-down version will run on TV beginning March 11. The media buy also includes social and digital content.
While the ad was released in time for St. Patrick’s Day, the larger “Lovely Day” campaign will run all year long, with “new footage and variations,” according to Guinness. Momoa is a longtime Guinness drinker and has frequently posted social media pictures of himself enjoying the Irish stout.
“I’ve wanted to direct for Guinness for 12 years now,” Momoa said in a statement. “They have, in my opinion, the best commercials in the world. It was fun pitching this idea to them, they loved it; and now, it’s turned into a dream job.”
Joyce He, Guinness U.S. brand director, stated that the campaign “is more than just another partnership: together with Jason, we are starting a new chapter in our iconic story that will bring Guinness to more people, places and celebrations.”
