Guinness charmed us last year with its TV ad in which everything resembled a pint of the black and white stuff, made to celebrate the end of lockdown and the reopening of pubs. Now, it's all over the place once again in an outdoor campaign kicking off the summer season. 

Waves crashing against a rock, a deck chair on a sandy beach and surfboards standing upright on the shore all resemble the brand's iconic pint in the poster ads, which agency AMV BBDO created with photographer Catherine Hyland.

To whet drinkers' appetites, the campaign is running across the U.K. in locations no more than 500m from pubs and bars, alongside posts on social media.

“To be able to evoke a cool, refreshing, ice-cold pint of Guinness without even showing it is proof that it is one of the most recognisable and iconic beer brands in the world," said Ricardo Porto and Victor Bustani, creatives at AMV BBDO, in a joint statement.