Diageo is continuing its bid to “get Guinness on to the UK’s sofas” with a £5m campaign including a TV ad. The campaign is entitled 17:59, a play on the year Arthur Guinness took over the St James’ Gate brewery in Dublin and the time of day that marks the start of a relaxing evening at home, said senior brand manager Richard Barlow.

The new TV ad, which starts next week and will run for six weeks, promotes its Guinness in cans using acrobats to depict beer emerging from an open can. A tie-up with Lovefilm.com has also been announced, giving consumers the chance to send off for a free box set of films. The on-pack promotion will run at the same time across 10, 12, 15 and 18-packs of Guinness Draught and 12-packs of Guinness Original.

The joint Guinness and Bailey’s sponsorship of films on Channel 4, launched in July, is also part of the campaign.  Next month will also see the return of Diageo’s tie-up with Gordon Ramsay for its Gordon’s Gin brand. The company confirmed it would put £3.5m behind the latest drive, which will include sponsoring a new series of Ramsay’s Kitchen Nightmares as well as press and poster ads. The campaign forms part of the cross-category Raise Your Spirits drive.

“By highlighting the quality of Gordon’s, we aim to educate consumers who regularly purchase spirits about great quality brands,” said gin marketing manager Kathy Sawtell.