Guinness is getting into the holiday spirit with a branded Christmas light display at several pubs across the U.K.

The effort comes as the U.K hospitality industry is expressing worries about the forthcoming few weeks in light of the Omicron variant of Covid and Boris Johnson's announcement yesterday of "Plan B" measures that include recommendations for people to work from home and vaccine passport requirements at nightclubs. 

The Diageo brand's festive effort, from AMV BBDO, spans 22 pubs, including The Lock Tavern in Camden, The Queen’s Vaults in Cardiff and The Pickled Sprout in Harrogate.  

Another part of the activation includes a "Guinness Pub Choir" performing a specially composed performance of the Elvis classic ‘"Always on my Mind," which featured in the brand's "Welcome Back" TV ad that debuted in May. The track, performed by 30 publicans and bar staff, will be available to stream on Spotify and will also feature in a new version of the spot (below) running on TV, radio and digital out-of-home advertising. 

The effort is the culmination of Guinness' "Raising the Bar" campaign to help the U.K. pub industry through a difficult year; the brand has donated £30million towards keeping pubs, bars and restaurants open in 2021.