The fifth Guinness poster by John Gilroy is one of many ads that are in a zoo. In this one, a bear has snatched the zookeeper’s Guinness and is trying to offer a trade, but the bear looks none too interested in giving up his beer for anything. The tagline is another common one, “My Goodness – My Guinness.”
What is the zookeeper holding in his hand there? Is it some kind of doughnut or pastry?
I think it’s actually his lunch — perhaps a sandwich — since in other ads he’s frequently having lunch when his beer is stolen.