LS helps Guinness make its Premier League Debut

‘If the pitch isn't for everyone, well the Guinness 0.0 is’

Guinness have brought the beautiful game to the Scottish island of Eriskay in the Outer Hebrides to play a seriously unconventional game of football on one of the world's most notoriously remote and bumpy football pitches. The heart-warming and witty ad, forms part of a global campaign to unveil Guinness as the lead beer and non-alcoholic beer for the English Premier League. The idea - to celebrate the power of the game of football to bring people together in all corners of the globe and promote the Guinness 0.0 range, as part of their commitment to encouraging responsible drinking during the season.

'Visitors here cry twice, first when they see the pitch. Second when they have to leave.’

The story follows the opposition team arriving by ferry having made the long journey across to the island to play the local Eriskay team on a pitch that is described as ‘definitely not Premier League standard’, subtly unveiling the outstanding natural beauty of the island and its locations. The film humorously explores how the canny locals use the unconventional pitch to their advantage. With tracking shots including a pack of wild horses running across the pitch, mishit balls going over cliffs to be rescued by locals in boats below and team members jumping over rocks and through spectators to chase the ball. This is all complemented by stunning drone footage revealing the pitch and the game from above, showcasing the outstanding natural beauty of Eriskay and the Scottish isles. The difficulty of the game is contrasted with scenes of the locals and opposition team coming together in the local pub at the end to celebrate over a pint of the black stuff, guaranteeing the team will return again.

‘Not many teams like playing here, but everyone enjoys being here.’

LS Productions worked with Production Company MJZ, to deliver this ambitious project that required exceptional logistical and technical planning to be able to capture the narrative of the creative in this remote part of the British Isles. Now a global service production company and the largest in the UK, LS’s Scottish roots made them the perfect partner to leverage their unrivalled production and locations knowledge of Scotland. In 2024, LS have already brought an illustrious roster of global brands and talent to Scotland, including 21 shoots in 3 days for the Christian Dior Cruise Collection at Drummond Castle, Perthshire, a short film featuring Ewan and Colin McGregor, for Expedia’s Local Lens, shot on location in Dunkeld, Loch Tay and the Cairngorms National Park, as well as Boots recent summer campaign ‘Take a Hike’ set against the majesty of Glencoe.

The island of Eriskay is in the Outer Hebrides and is around a nine hour trip from Edinburgh. This stunning but hilly island is around 3 miles long and 1.5 miles wide, with a population of roughly 200. Widely known for its reputation as the bumpiest, most remote pitch with stunning views, the challenge for LS became very much about the logistics of how to shoot there. With crew and cast totalling 247 across the 3 day shoot, all kit and catering had to be specifically transported to the island via traditional ferry routes, with private charters not available as an option. Along with juggling the complexities of transport and storage on an island with limited infrastructure.

With the brief calling for authenticity the film also only features local island members. LS coordinated management of all local cast, including wardrobe, hair and make-up and catering. Other logistical conundrums included accommodating and feeding the 80 crew members across the island, managing transportation to set in a timely fashion and it wouldn’t be an LS shoot without some form of animal management. This time in the form of a pack of wild ponies who can be seen running across the pitch at certain points in the film.

Speaking about the shoot, Executive Producer and LS Managing Director Sarah Drummond said,

‘We’re really thrilled with how this one has turned out. A huge team effort and as with all shoots in remote Scottish locations, a bit of a logistical puzzle. As always the team pulled it out of the bag, extensively recceing the island and working on location many days in the advance of the shoot to be able to ensure we delivered the best possible results for our client - to ensure they were keen to visit Scotland again in the future.’

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Credits:

• Client: Diageo / Guinness
• Global Brand Manager: Niki MacCorquodale
• Marketing Director GB: Anna McDonald
• Drinks Specialist: Chris Landan
• Quality Technician: Ian Aitchison
• Diageo Marketing: Annemarie Philips
• Agency: AMV BBDO
• Chief Creative Officer: Nadja Lossgott
• Role of Copy: Tim Riley
• Account Director: Ella Dolding
• Executive Production Director: Nick Godden
• Assistant Producer: Kieran O'Malley
• Director: Steve Ayson
• DOP: Justin Brown
• Production Company: MJZ
• Producer: Stephen Johnson
• 2nd Unit Director: Jane Shearer
• Sports Choreographer: Andy Ansah
• 1st AD: Mark McPadden
• 2nd AD: Fraser Malcolm
• Camera Operator: Brendan Harvey
• First ACs: Micheal Neal, Tom Storey
• Second ACs: Keir O'Donnell, Nathan Pearson
• Gaffer: Chris Dowling
• Sparks: Tom Craven
• Grip: Mark Dorries
• Casting Director: Claire Catterson
• Cast Coordinator: Laura Menzies
• Cast Assistant: Abbi Stevenson
• Production Service Company: LS Productions
• Senior Producer: Emma Hughes
• Production Manager: Emily Thorp, Sam Barber
• Production Coordinator: Allan Macleod
• Production Assistant: Bert Dijkstra
• Production Runners: Sean Grieve, Jess Schurte, Ralph Owen, Oliver Winkler, Tommy Brennan, Erin Strain, Ross McMillan
• Sound: Dougie Fairgrieve
• Art Director: Gordon Rogers
• Master Props: Connor Dupré
• Props Assistant: Seb Singh
• Location Manager: David Taylor
• Unit Manager: Craig Harrower
• Transport: CalMac Ferries