Through New Year's, we will be counting down our picks for 2021's 30 best ads and creative marketing ideas.

At No. 21: Guinness weaves a longstanding message into a beautifully crafted comment on tumultuous times.

As U.K. pubs prepare to reopen for indoor drinking next week, Guinness is welcoming them back in a fun new ad in which everything seems to resemble a pint of the iconic stout.

The spot from AMV BBDO shows a series of black and white objects, such as snow on top of garbage cans, rugby socks on a washing line, a white cat on a black compost bin, white pigeons on a black chimney top and more, before finally cutting to the a pint of Guinness and the long-running Guinness line "good things come to those who wait."  It's set to a cover of "Always on my Mind," the classic Elvis track, sung by Jack Savoretti, and the point is to remind of "that all too common experience of us seeing something we miss everywhere we look," says Guinnness. Chris Balmond of Outsider directed.

See the full list of 2021's Best Ads.

The spot ends with a message that Guinness is pledging 30 million pounds to help the U.K. pub and hospitality business recover from the pandemic. The brand also earlier announced one-million-pound pledge to support bartenders when the pandemic first hit.

The campaign will run on TV and video, digital out-of-home and in print. There's also a social media element that will invite Guinness lovers to submit their own lookalike pints using the hashtag #LooksLikeGuinness.