We'd like to see more of the latest chapter of Guinness Europe's "Made of More" campaign, which tells the fascinating story of "The Comptown Cowboys," a group of young men whose passion it is to ride horses in South Central, the L.A. region perhaps better known for its tales of crime and violence.
The main film centers on real-life urban cowboy Keenan Abercrombie, a Compton native who carved out his own path--instead of joining a gang, he chose to ride horses. The camera follows him as he peacefully, proudly trots through the gritty urban landscape, passing cars, onlookers and dilapidated buildings.
The story is uplifting not just for the protagonist, but for the horses as well. "A lot of the horses around here are throwaway horses," Abercrombie says. "My horse was headed to the slaughterhouse when I got her. I've seen horses bone dry, skinny and we bring them back to life. I think maybe, did I save the horse? Or did the horse save me?"
AMV/BBDO created the ad and accompanying online films that go further in-depth on the cowboys --describing the "two sides of Compton" ("You can literally peek over somebody's fence and see paradise. It's like a hidden world," Abercrombie says.), its residents and the horses themselves.
Henry-Alex Rubin directed out of Smuggler.
The "Made of More" campaign has included the Cannes Lions "Never Alone" spot, which told the coming-out story of gay rugby player Gareth Thomas as well as the cute tale of a cloud who breaks away from the pack.