A man who brought black and white musicians together in New York during the 1930s when racial disharmony prevailed has been celebrated in the new advert for Guinness.

The stout brand has paid tribute to John Hammond, who was born at the turn of the century in Manhattan, before civil rights.

Guinness ad(Guinness)

 

Hammond developed a burning passion for music of black origin and broke the rules which aimed to separate black and white people by talent-scouting in the bars of Harlem – often as the only white man in the room.

He ended up signing artists such as Billie Holiday, Count Basie and Aretha Franklin to Columbia Records – championing black and white musicians working together.

In his memoirs, he said: “I heard no colour line in the music.”

New Guinness ad(Guinness)

 

Hammond, who described himself as “the sometimes intolerant champion of tolerance”, went on to sign artists such as Bob Dylan and Bruce Springsteen, but his legacy is bringing together black and white musicians.

 

The advert, which aims to give viewers a window into the world of Hammond, features a voiceover by US actor Danny Glover, features singer Lianne La Havas and is filmed in black and white.

New Guinness ad(Guinness)

 

Jake Nava, who directed the advert and has worked with Beyonce and Adele, said: “It’s fair to say that John Hammond is an unsung hero and his lasting legacy on the world of music is a story that has been largely untold. It is wonderful to have the opportunity to tell an aspect of it in a way that I believe authentically captures the significance of what he achieved.”