The campaign is currently airing in Ireland and will hit screens in the UK and the US in October. 'Dedication' is set to be released as a single.

"It's fantastic, in terms of exposure," manager Ian Bennett told Hot Press. "But there's a lot more substance to the Innercity Pirates, than just being the latest Guinness band. For the last two years, we've been slowly building momentum."

The band have released three singles to date – 'Ear Sex', Cockney Sparra' and 'Let's Go (D.I.S.C.O.)'

"(D.I.S.C.O.) is currently on the 6 Music playlist, and Steve Lamacq, Zane Lowe and Bethan Elfyn have been playing it on Radio 1 so things are really starting to happen for the band."

Innercity Pirates play Andrew's Lane Theatre in Dublin on Nov 11, Speakeasy in Belfast (Nov 12) and Strange Brew, at Roisin Dubh, Galway (Nov 13).

Described as 'the new Welsh wonders' by The Sunday Times, Innercity Pirates play an infectious brand of pop punk. 'Dedication', which is destined to be heard by millions of TV viewers and movie goers, has a Velvet Underground-like drama and immediacy that connects superbly with the Guinness 'fridge magnet' theme. The song is now the closing number in Innercity Pirates live set.

The band are accompanied by the redoubtable Har Mar Superstar, doing a DJ set, for a hometown Cardiff gig on November 2.

The Hot Press Newsdesk