Diageo has admitted that elements of a high-profile UK TV ad spot for Guinness did not “live up to expectations”, but said it will learn from the experiment.

The ad, aired across one whole commercial break during The Jonathan Ross Show on 26 October, featured the chat show host talking to comedian Danny Wallace and Professor Robin Dunbar about the importance of male bonding. Diageo used the hashtag 'RoundUpYourMates' to encourage conversation on Twitter about the ad. 

However, a number of Twitter users criticised the ad, including one woman Guinness drinker who said it was alienating. Another user claimed it was “brand destruction”. 

In a response to just-drinks today (4 November), a Diageo spokesperson said: "Guinness prides itself on pushing the boundaries of marketing.

“Whilst we acknowledge that some elements of the creative execution didn't live up to expectations, we have shown that we are not afraid to innovate in our marketing, and know that with innovation comes risk. We will evaluate this experiment fully and will take and apply all the learnings as we continue to seek new ways to communicate with our consumers.” 

Diageo revealed in September that it is planning to spend GBP34m (US$53m) on reinvigorating Guinness in the UK over the next 12 months.