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April 5, 2017

I had the opportunity to take this incredible story and make it famous through new media. Director: Henry Alex Rubin Within the Made of More brand platform, the Compton Cowboys were the perfect fit. Agency: AMV BBDO Production company: Smuggler Guinness' Made of More series champions real-life people who have shown unexpected character, and in … The new spot follows previous ads from Guinness such as Sapeurs in telling the stories of unusual characters, who also happen to round off their days with a pint of the black stuff. Apple "Your Verse" 1. Street Raised Us. He started the Compton Cowboys with former Junior Posse riders in 2016; ... was home from an assignment abroad when he saw a Guinness ad that featured the cowboys… If you continue browsing, we assume that you consent to our use of cookies. In a longer version of the ad, below, Abercrombie and his friends go into more detail about what their lives were like before they became city cowboys, and how the horses have changed their outlook and behaviour. Guinness' Made of More series champions real-life people who have shown unexpected character, and in doing so have enriched the world around them. 10 childhood friends on a mission to improve their community through horseback.

This extraordinary group of men from Compton has taken a different path than that of the gang life that dominates the environment that they grew up in, instead channeling their energy into their passion for horses. D&AD Graphite Pencil - Branded Content and Entertainment, Bronze Creative Circle - Best Online Film. ECDs: Alex Grieve, Adrian Rossi COMPLEX participates in various affiliate marketing programs, which means COMPLEX gets paid commissions on purchases made through our links to retailer sites. We took a second unit to LA to shoot specifically for vertical formats as well as working with an incredibly talented stills photographer. Our website uses cookies to improve your user experience. Guinness wants to champion people who make bold choices and choose to act with character and integrity, with the Made of More series at its core being about the value of putting more into life. For the latest part in the series, Guinness introduces 'The Compton Cowboys'. The campaign features three short films which share the stories of these young men who have broken the cycle of violence … Horses Saved Us.

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Then last year, the Guinness advert directed by Henry Alex Rubin featuring the Compton Cowboys struck a chord with many whether they were from Ireland, the UK or indeed LA or Compton itself.

The main protagonist, Keenan Abercrombie, and those alongside him have rescued horses from auction houses, nursing and caring them back to life. Richlands Farm is the legacy of this stipulation, an area in the middle of LA with around 50 small ranches, where people care for horses and other farm animals. While Compton may now be better known for gang culture, when it was formed in 1888 there was a stipulation that a portion of the area remain agricultural. Within the Made of More brand platform, the Compton Cowboys were the perfect fit. A small selection of some of the social content we created for Facebook, Instagram and Snapchat including ads, organic content, Canvas and Stories.

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More information can be found in our, Cian Oba-Smith, titled ‘Concrete Horseman’, Sébastien Cuvelier’s photos contrast utopia and reality in Iran, Creative Collaborators: photographer Jess Bonham and designer Anna Lomax, Delve into the uncharted history of book covers from the Arab world, Wayfinding is more than just functional in Moscow’s Gorky Park, New Channel 4 ad break takeover exposes abuse faced by public-facing staff, Truth and Lies: How truth and lies influence our lives and creative work, Love and Sex: How creatives and brands are changing attitudes, Play: Brands, designers and creatives that use play effectively in their work, Conversations: Lively discussions on the pressing issues of today, Happiness: Working out exactly what it is that puts a smile on our faces, Fear: Looking at its impact in politics, entertainment, and on our everyday creative lives, Words: Exploring the connection between language and creativity, Ideas: How to get ideas, and the brands and creatives shaking them up. I watched the advert many times and I would all urge you to view it on YouTube - it is not a wasted two minutes. It was an honour to help tell the latest iconic Guinness story. It was an honour to help tell the latest iconic Guinness story.

Army "Fire" 1. © 2020 Complex Media, Inc. All Rights Reserved. NFL "These Lines" 2. The latest ad in the Guinness ‘Made of More’ campaign is a cinematic look at a group of men who care for horses in inner city LA. Social creatives: Julia Merino, Scarlett Montanero Our editorial content is not influenced by any commissions we receive.

Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. New Guinness Ad Features ‘Compton Cowboys’ September 18, 2017 Kristen Kovatch Kristen Kovatch #HORSES IN ADS , #WATCH THIS Leave a comment The city of Compton might not be the first place that comes to mind when you think of “horse country,” but the horses here are changing lives for the better and star in a new ad for Guinness. Editor: Kyle Valenta at Cartel. All rights reserved. Guinness "Compton Cowboys" 2. Guinness has launched a new film profiling the Compton Cowboys, a group of young men who care for horses in South Central Los Angeles. The new spot follows previous ads from Guinness such as Sapeurs in telling the stories of unusual characters, who also happen to round off their days with a pint of the black stuff.. Here, Guinness documents the somewhat poetic tale of The Compton Cowboys, … Did you know there were Cowboys in Compton? More information can be found in our Cookies Policy and Privacy Policy. Chances are, probably not. With this wealth of assets we created content across all major platforms and DOOH. The Guinness spot follows a recent photographic project by Cian Oba-Smith, titled ‘Concrete Horseman’, which also tracks the long tradition of black horsemanship in the United States.

The Cowboys of Compton are a group of extraordinary men who rescue horses that are often heading to the slaughterhouse. Creative directors: Steve Jones, Martin Loraine

Read about our process in Creative Review. Guinness wants to champion people who make bold choices and choose to act with character and integrity, with the, For more information, you can watch the video and the rest of the series via Guinness'. Dodge "Change Cars" 1. Xeim Limited, Registered in England and Wales with number 05243851 Chances are, probably not.

Click through a selection of my favourite shots. If you continue browsing, we assume that you consent to our use of cookies. The Cowboys find a sense of purpose and confidence in their passion that not only enriches their own lives, but also those of their community. The brand film was a cinematic display of incredible imagery whilst the social films took a deeper look into the different aspects of life as a Cowboy in Compton. Registered office at Floor M, 10 York Road, London, SE1 7ND, Our website uses cookies to improve your user experience. Here, Guinness documents the somewhat poetic tale of The Compton Cowboys, who include main protagonist Keenan Abercrombie. Did you know there were Cowboys in Compton? P&G "What I See" 1.

For more information, you can watch the video and the rest of the series via Guinness' YouTube and their website. In caring for them they find friendship and responsibility, overcoming their tough upbringings in one of America's toughest cities. The Cowboys of Compton are a group of extraordinary men who rescue horses that are often heading to the slaughterhouse. Dick's "The Table" 1. Abercrombie and his friends rescue and care for horses that are largely headed for the slaughterhouse, and also ride them around the streets of LA. Guinness: The Compton Cowboys by AMV BBDO Added 18 September 2017. The Guinness ad Compton Cowboys features the eponymous riders of south central Los Angeles, and shows them rescuing­ and caring for horses in their urban environment. Credits:

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