A new Guinness advertising campaign, portraying the story of ‘The Compton Cowboys’, has been launched.
The new release is the next chapter of the ‘Made of More’ series, which champions real people who have shown unexpected character to enrich the world around them.
‘The Compton Cowboys’ tells the story of a group of men living in Compton, Los Angeles, a city often known for gangs and violence. The cowboys rescue horses from slaughterhouse auctions and nurse them back to health on Richlands Farm. This area in the middle of LA, consisting of around 50 small ranches, was given over to agriculture by stipulation when Compton City was formed.
Duncan Elliott, Guinness Marketing Director said: “We are proud to celebrate the ‘Compton Cowboys’ in our new campaign, a group of people who have made a bold and unexpected choice to live a different life. Through their love and devotion to their horses and each other, they are a source of inspiration and a cause for hope within their local community.”
The ad is supported by social and digital content on YouTube, Facebook, Instagram and Snapchat.
It can be viewed on the Guinness website.