Diageo has lined up a new advertising campaign for its Guinness brand in the UK and Ireland. 

'The Compton Cowboys' will air from today. A spokesperson for the company said the campaign will run until 31 October in Ireland and for the rest of the year in the UK. 

The new release is the next chapter in the brand's 'Made of More' series. The Compton Cowboys tells the story of a group of men living in Compton, Los Angeles, who chose to look after horses instead of joining gangs.

"By following their true passion and caring for horses, they have made an unusual yet brave choice to take a different path to that of the gang life that dominated the environment in which they grew up," Diageo said.

"We are proud to celebrate the 'Compton Cowboys' in our new campaign, a group of people who have made a bold and unexpected choice to live a different life," said Duncan Elliott, Guinness marketing director. "Through their love and devotion to their horses and each other, they are a source of inspiration and a cause for hope within their local community." 

The Compton Cowboys campaign will be supported with social and digital content on YouTube, Facebook, Instagram and Snapchat. 

Diageo performance trends 2013-2017 - results data

Expert analysis

Diageo plc - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

Diageo plc - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

Marketline's Diageo plc Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments report includes business description, detailed reports on mergers and acquisitions (M&A), divestments, ca...read more