Just when you had finally finished shaking your head over Guinness's latest advertising strategy, along comes the third TV ad in the series and this one seems even more lacking in any sense of brand identity.

A thirsty male cyclist pursued by dogs cycles off a pier before the final shot of the same guy in a bar drinking a Guinness.

Oddly, the only common creative theme running through the campaign is that in the "Horse" advert the pounding duo appear set to hurl themselves off a cliff and in this one the guy goes head first into the sea - media studies types are bound to have a field day with the subliminal link between drink and a death-wish.

The advert, shot in San Francisco, looks at worst like the result of a group of creative guys having a good time or at best a generic advert for lager.

Guinness is spending £7 million on this Live Life to the Power of Guinness campaign and there will be at least another six TV adverts coming on stream in the near future.