The 30-second spot revolves entirely around football and the associated togetherness the sport encourages within a community. The ad visits a number of different locations, each depicting groups of people watching football or running to find somewhere to watch the game in the midst of a power cut. The same scenes are re-visited throughout the spot, and with each shot, everyone is in increasingly high spirits and fully immersed in the game, showing how football can unite a country.
Powerful narrated phrases such as 'we rise', 'we unite’, 'we create’, and 'we are passion’, are in keeping with the patriotic, unified flow of the spot which concludes with the end line ‘Made of Football, Made of More'.
Mill 3D Lead Artist Liz Mitchell comments; "The spot focusses on the football as the main character and there are consistent circular shapes visible throughout the ad to represent the ball itself. Football in Africa is hugely popular and Guinness wanted to show how people will play it anywhere, setting up football goals everywhere to play with their friends. The actual football is fully CG and and The Mill's brief was to create a positive energy radiating from it, as though the earth has moved because of the football's energy. Lots of great effects were shot on location in Africa and we incorporated these into our CG and live action scenes to create visually interesting and explosive transitions."