To maximise Guinness' broadcast sponsorship of the English Premier League in Africa, celebrate 2010 and reinforce the Guinness greatness platform, the following commercial was developed; An English scout from the Premier League travels to Africa in search of the next great talent. During his journey he is blown away by the level and quantity of talent in Africa. His experience comes to a climax when he realises that even the man who has been driving him around possesses incredible football skills, prompting him to say; "I guess it's true what they say, there's a drop of greatness in every man." Reach for greatness. Guinness.