This film is part of Free

Guinness - Ploughman
A Guinness advert emphasising its virtues as an accompaniment to a traditional ploughman’s lunch.
Overview
Directed by Ridley Scott the year his feature debut The Duellists was released, the beautifully burnished cinematography of this commercial recalls his classic Dvo?ák-scored Hovis ad a few years earlier. The emphasis here is similarly on timeless tradition, inventively cross-cutting between pieces of equally essential machinery: the plough that tills the field, the knife that cuts the bread and cheese, the gadget that opens the bottle prior to pouring the pint - slowly, of course.
The vast majority of Ridley Scott’s 1970s moving-image output consisted of commercials produced through his company Ridley Scott Associates (RSA), which he founded in 1968 with his younger brother Tony. The best of them displayed a visual ambition and attention to detail, particularly the vivid evocation of atmosphere, that went some distance beyond the advertising norm. The ploughman and his friend are played by actor turned presenter Gavin Campbell and actor Jim Norton, the latter best known as the fearsome Bishop Brennan in Channel 4 sitcom Father Ted twenty years later.
Related

Talent Contest (Fun Palace outtakes) Talent Contest (Fun Palace outtakes)
Amateur film 1963 10 mins Silent Location: London
A compelling glimpse inside an unnamed East End pub in 1963 where a talent show takes place featuring singers and strippers.

Victorian Pub Victorian Pub
News 1974 6 mins Location: Aston
Music hall ghosts haunt the Bartons Arms pub in Birmingham; a temple to drink and a rare survivor in a city that has destroyed much of its Victorian architecture.

Bellamy on Beer Bellamy on Beer
Promotional 1982 9 mins Location: Hartlepool
David Bellamy puts his head into hops, then into a fermenting tank, watches it mash into wort and has a pint – all grist to our engaging presenter.

Mild & Bitter: Portsmouth & Plymouth Mild & Bitter: Portsmouth & Plymouth
Amateur film 1963 15 mins Silent Location: Plymouth
A polemical film where two men in a pub compare and contrast the post-war resurrection of both Portsmouth and Plymouth after their pummelling by the Luftwaffe.

Teenage Mocktailers Teenage Mocktailers
Current affairs 1980 2 mins Location: Burnham-on-Sea
A non-alcohol-serving pub offers somewhere to go and something to do for teenagers in Burnham-on-Sea.

In One End In One End
Documentary 1977 28 mins Location: Southwold
Real ale and folk music in the pub – performed by Fairport Convention – are celebrated in this portrait of Southwold on the Suffolk coast and the work of the Adnams brewery.

Screenwriters' Lecture: Peter Straughan Screenwriters' Lecture: Peter Straughan
Inside Film 2012 mins
Tinker Tailor Soldier Spy's adapter reveals his quest for "the poem of the book" and the importance of simplicity: 'Drain the pond to find the fish'.

Gabriel Yared on composing for film Gabriel Yared on composing for film
Inside Film 2013 11 mins
Composer of The Lives of Others, The English Patient and Betty Blue on intimacy and experimentation.

Lois Burwell on movie makeup Lois Burwell on movie makeup
Inside Film 2013 17 mins
Lincoln, Braveheart and Magnolia make-up artist Lois Burwell explains how she created some of her most iconic looks, as part of a BAFTA Masterclass.

Barry Ackroyd (Masterclass) Barry Ackroyd (Masterclass)
2013 61 mins
British cinematographer of The Hurt Locker, Captain Phillips, Hillsborough and Riff Raff reviews the art of the moving image.

Olivier Assayas (Masterclass) Olivier Assayas (Masterclass)
Inside Film 2010 41 mins
Irma Vep writer/director Assayas moved from film journalism to filmmaking – a fascinating journey told with disarming honesty to Jonathan Romney.

Screenwriters' Lecture with Brian Helgeland Screenwriters' Lecture with Brian Helgeland
Inside Film 2012 27 mins
L.A. Confidential's screenwriter explains why he thinks writer's block is a myth, and reveals Clint Eastwood's unique powers of persuasion.