Guinness beer announced the launch of a new U.S. ad campaign that accentuates the beer’s vibrant character. The fully integrated campaign, which breaks in the early Fall, will extend across several platforms including television, online, out-of-home and on-premise. Called "Alive Inside," the campaign celebrates what beer drinkers love most about Guinness: its distinctive "surge," a cascading effect that occurs shortly after being poured. The campaign centers on a series of television spots. The first, "Music Machine," depicts the "magic" that occurs within a pint of Guinness, as the iconic surge of Guinness is created by a magical musical machine, alive inside the pint. The campaign was created by BBDO NY. Spots are set to air on such networks as ESPN, ESPN News, FX and Discovery.