The 30-second film celebrates the everyday GAA volunteers who willingly give their time in communities across Ireland all year round.
The ad is on digital channels and TV across the Island of Ireland.
“Our ad celebrates the people whose selfless efforts and dedication to their local clubs enhances the towns and communities they live in, as well as making the GAA the vibrant, progressive and inclusive organisation that it is today,” said Guinness Brand Manager Chloé McEvoy.
‘Behind Every Great Town’ was created by communications agency Wilson Hartnell together with well-known Irish director Brian Durnin and production company Red Rage Films. The campaign also includes four 20-second films featuring each of the four GAA volunteers, which give a deeper insight into their individual stories.
The campaign is also supported by outdoor, print and digital advertising, POS and PR.