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John Hammond, the music producer and talent scout credited with discovering Billie Holiday and Aretha Franklin, has his tale told in a new ad for Guinness.

Abbott Mead Vickers BBDO created the spot, which is narrated by the actor Danny Glover and will be the first 60-second ad on Instagram. The spot, which will also run on TV, focuses on Hammond playing jazz on his radio show when other New York stations refused. The soundtrack is Sing, Sing, Sing, a song made famous by Benny Goodman. The work was directed by Jake Nava through Cherry.