Guinness revives 1990 ad and ‘Singing Pints’ for World Cup spot
‘The World’s Cup’ is the centrepiece of the stout’s 2026 tournament activity, which also includes limited-edition packaging and a US jersey.
Guinness has released ‘The World’s Cup’, a 15-second spot that revisits two of its best-known ads ahead of the 2026 Fifa World Cup.
The first is a print ad from 1990, when Ireland travelled to their first World Cup. It read: “The World’s Cup…well in hand.” The team reached the quarter-finals that year, which remains their best showing at the tournament.
Ireland have not qualified for this year’s World Cup, meaning fans must wait until 2030 for a return, but the brand has still drawn on its archive as the tournament approaches.
The new spot also borrows from the more recent ‘Singing Pints’ campaign, in which fingers dipped into the creamy head of a pint create faces that sing. In the update, two pint-faces shout “gooooooal” and then clink glasses.
The film leads a wider programme of activity from the Irish stout, including limited-edition World Cup packaging, a limited-edition jersey on sale in the US, and social and out-of-home activations focusing on bartenders pouring pints of Guinness.
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