Diageo has unveiled a new UK advertising campaign for its Guinness can.

Filmed in Buenos Aires, 'Fridge Magnet' aired for the first time last night (8 October). It depicts a number of fridges travelling quickly down a street, finally attaching themselves to a delivery truck containing Guinness Draught.

Grainne Wafer, senior marketing manager for Guinness, said: "This is one of the biggest campaigns to date for the Guinness can. In addition to the television ad, the campaign includes outdoor special builds, an intensive programme of below-the line activity, radio advertising, as well as digital and in-store activity".

The move comes as Diageo looks to increase its off-trade focus in the UK, reflecting a consumer shift away from on-premise drinking.

The new Guinness campaign will run across all channels and officially begins on 29 October.