Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service showcasing best practice creative advertising in Ireland.

Imagine a brilliant summer’s day in Ireland, the warmth of laughter, and the satisfying clink of pint glasses… ‘Lovely Day for a Guinness’ embraces all these moments in a way that your brain can’t help but enjoy.

Now, cutting‐edge neuroscience & behavioural research lifts the curtain on why this ad resonates so powerfully, showing how Guinness weaves its laid‐back charm straight into the neural pathways we associate with socialising in summer.

The analysis of Guinness’s 2022 “Lovely Day for a Guinness” campaign provides an inside look at how our brains respond to a beloved brand’s message.

By using advanced brain‐scanning technology, the study shows that viewers are drawn in by the ad’s celebration of Irish summer spirit, revealing clear patterns in attention and emotion.

Throughout the ad, Guinness’s storytelling keeps viewers comfortably engaged—meaning they can follow along and enjoy what’s happening without feeling overloaded.

This balance helps drive home the brand’s identity: an upbeat, inviting experience that resonates with audiences on a deeper, almost instinctive level.

However, the brain data also hints at room to dial up certain emotional high points.

While Guinness’s iconic appeal is already strong, the ad’s most memorable moments tend to cluster around big brand reveals.

Spreading those peaks more evenly—perhaps through additional mini “wow” scenes—could heighten the ad’s emotional pull and leave a more lasting impression.

Another standout finding is how the “desire” measurements show that viewers appreciate the Guinness vibe, but there’s potential to nudge them toward an even stronger “I need this right now!” feeling.

Our behavioural indicators confirm this. In simpler terms, the ad successfully entertains and informs, yet could add a pinch more emotional spark to energize that instant craving or action.

Ultimately, Guinness excels in preserving its distinct character while telling a story that viewers relate to.

The next big opportunity lies in turning steady engagement into powerful emotional surges—all without losing the ad’s authentic tone.

Thanks to these neuroscience insights, we see just how audiences truly connect with ads beyond standard “likes” or views, paving the way for Guinness to keep refining an already well‐loved brand story.

Previously on The AD LAB - Tesco Clubcard campaign shows clear communication tops 'emotional storytelling'

For more information about PRIZM+ go to: https://www.futureproofinsights.ie/prizm-plus/