The Mercury Music Prize judges may not know talent when they see it, but Guinness apparently does.

While the brilliant Neil Cowley Trio were robbed of a place on this year’s shortlist, their hook-heavy track His Nibs has been chosen as the soundtrack for the drink company’s new advertising campaign.

The song will promote Red Guinness and although less prestigious than a music industry gong, it will hopefully do for them what Sony Bravia did for Jose Gonzalez.

Despite not having his trademark toy Tyrannosaurus Rex, which usually balances on top of his piano, Cowley was on fire on Wednesday.

Hammering the keys, his face contorted with surprise as though shocked by the antics of his seemingly possessed fingers.

It was like watching a jazz séance as Cowley communicated complex beats and driving rhythms to snarling drummer Evan Jenkins and soulful double bassist Richard Sadler.

Playing songs from their 2007 BBC Jazz Award-winning debut album Displaced and stunning follow-up Loud… Louder… Stop!, they led us through a dangerous storm of sound which in anyone else’s hands, could have been traumatic. But for every jagged edge there was a soothing melody and for each dark mood there was a playful twist.

Support came from phenomenal John The Savage, who are not only Brighton’s most distinctive, original and exciting new band but must also be future Mercury Music Prize contenders – unless Guinness get them first!

  • Don’t miss the Neil Cowley Trio at the De La Warr Pavilion in Bexhill on Friday, October 17.