Compton Cowboys Tread a Peaceful, Poetic Path in Guinness' Uplifting Films

Brand Continues 'Made of More' Campaign With Tale of Fascinating Crew of Young Men in South Central L.A.

By Ann-Christine Diaz. Published on Sep 18, 2017

Editor's Pick

We'd like to see more of the latest chapter of Guinness Europe's "Made of More" campaign, which tells the fascinating story of "The Comptown Cowboys," a group of young men whose passion it is to ride horses in South Central, the L.A. region perhaps better known for its tales of crime and violence.

The main film centers on real-life urban cowboy Keenan Abercrombie, a Compton native who carved out his own path--instead of joining a gang, he chose to ride horses. The camera follows him as he peacefully, proudly trots through the gritty urban landscape, passing cars, onlookers and dilapidated buildings.

The story is uplifting not just for the protagonist, but for the horses as well. "A lot of the horses around here are throwaway horses," Abercrombie says. "My horse was headed to the slaughterhouse when I got her. I've seen horses bone dry, skinny … and we bring them back to life. I think maybe, did I save the horse? Or did the horse save me?"

AMV/BBDO created the ad and accompanying online films that go further in-depth on the cowboys --describing the "two sides of Compton" ("You can literally peek over somebody's fence and see paradise. It's like a hidden world," Abercrombie says.), its residents and the horses themselves.

Henry-Alex Rubin directed out of Smuggler.

The "Made of More" campaign has included the Cannes Lions "Never Alone" spot, which told the coming-out story of gay rugby player Gareth Thomas as well as the cute tale of a cloud who breaks away from the pack.

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Sep 18, 2017
Henry-Alex Rubin
Production Company:
Kyle Valenta
Editorial Company:
Executive Creative Director:
Alex Grieve
Executive Creative Director:
Adrian Rossi
Creative Director:
Steve Jones
Creative Director:
Martin Loraine
Martin Loraine
Art Director:
Steve Jones
Senior Creative:
Julia Merino
Senior Creative:
Scarlett Montanero
Agency Planner:
David Edwards
Agency Planner:
Lisa Stoney
Agency Account Person:
Michael Pring
Agency Account Person:
Tessa Brisbane
Agency Account Person:
Sam Ayre
Agency Account Person:
Luke Hickey
Agency Producer:
Anita Sasdy
Agency Producer:
Frankie Burwell-Wright
Social and Digital Producer:
Jamie Webber
Media Planner:
Dina Rogozhina
Production Company:
Henry Alex Rubin
Director, Photography:
Grieg Fraser
Content Director:
Harrison Schaaf
Stills Photographer:
Stefan Kocev
Executive Producer:
Chris Barrett
Executive Producer:
Fergus Brown
Molly Pope
Post Production Company:
The Mill
Audio Post Production:

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