"Parade" is now available to stream for free via the Irish Film Institute's IFI Archive Player.

The clip is a joyful and lively advert for Guinness depicting a bustling parade in Dublin followed by some cheer and good spirits in the pub. 

"Parade" is part of the Irish Film Institute's Guinness Adverts Project.

The Irish Film Institute's Guinness Adverts Project

The Guinness Archive has partnered with the IFI Irish Film Archive to catalogue, digitise and preserve a collection of 16mm and 35mm advertisements made in the 1950s, ’60s, ‘70s, ‘80s, and '90s, making it the largest publicly available collection of brand advertising in Ireland and the UK.

Inspired by the success of the Irish Adverts Project in 2016, the project is supported by a grant from Coimisiún na Meán’s Archiving Funding Scheme.

Created to advertise Guinness to Irish and UK television audiences, the collection of adverts features a wealth of talent both behind and in front of the camera, with directors including Alan Parker, Tony and Ridley Scott; music from artists Elkie Brooks, Clannad and the Chieftains; and a host of well-known faces such as Pete Postlethwaite, Bill Nighy, Robert Lindsay, and Jon Pertwee.

In addition to their ability to evoke nostalgia, this collection of commercials captures moments in cultural and social history spanning a 50-year period that offers a fascinating insight into changing representations of Irishness both at home and overseas, evolving gender roles, and the ever–changing role of the pub in Irish society.

Guinness adverts have changed over the years and they are continually evolving to take into account changing society and advertising rules. These adverts may contain historical product claims that are not now endorsed by Diageo. In making these adverts available it is not the IFI's intention to promote benefits of drinking but to show historical Guinness advertising in its original context.

“Parade” is published here thanks to the Irish Film Institute (IFI), who IrishCentral has partnered up with to bring you a taste of what their remarkable collection entails. You can find all IrishCentral articles and videos from the IFI here.

To watch more historic Irish footage, visit the IFI Archive Player, the Irish Film Institute’s virtual viewing room that provides audiences around the globe free, instant access to Irish heritage preserved in the IFI Irish Film Archive. Irish Culture from the last century is reflected through documentaries, animation, adverts, amateur footage, feature films, and much more. You can also download the IFI Archive Player App for free on iPhone, Android, Apple TV, Amazon Fire TV, and Roku.

IrishCentral has partnered up with the IFI to bring you a taste of what their remarkable collections entail. You can find all IrishCentral articles and videos from the IFI here.