Guinness The Scout

In Autumn 2009, ahead of the 2010 FIFA World Cup in South Africa, Mike Delaney worked on Guinness’ The Scout campaign, which became one of his favourite projects. The ad, with its powerful tagline “there is a drop of greatness in every man,” featured football action choreographed by Mike, set across various African locations.

Mike worked closely with the director, Greg, and a talented cast of footballers to develop distinctive moves for each scene. The emphasis was on creating both visually captivating and authentic football sequences, drawing from a mix of classic “old school” tricks and more modern freestyling techniques. Each location had a unique football moment, meticulously rehearsed to ensure it was both seamless and striking on camera.

One memorable moment was Carlos, who played the cab driver, delivering an unexpected freestyle routine at the end of the ad—a perfect example of the element of surprise that made this shoot special. Despite not being a Guinness drinker himself, Mike loved working on this campaign, not just for its football choreography but for its powerful storytelling.