Guinness – Bring It To Life – (2009) :90 (UK)

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After much anticipation the new UK Guinness TV work hit the screens last week.

They say:

“Guinness launches its most ambitious ad yet. In a parallel with the way a pint of Guinness is created, the ad shows a group of men bringing “a world to life.”
Taking on the extreme challenge of creating this epic ad, Director Johnny Green recruited an elite team including Oscar winning set designer Grant Major and Oscar nominated Director of Photography Wally Pfisher.”

With a dedicated site: for the campaign.

It is of course epic and is underpinned by a lot of justification to the effort (cost) of production:

“It took 3 months of preparation before any filming began in Canada
It took 45 women, 6 days to hand stitch the artificial grass
185 rolls of film were used for the NZ production, one of the largest uses of stock for a commercial filmed in NZ
The glacier shot was filmed at 8,500 feet in NZ
Driveable access to the river location in NZ was uninsurable for vehicles and it took 2.5 hours to cover 45km in 4WD vehicles
The underwater shoot in Fiji took 3 days to complete
It took 3-4 months to build the underwater fish scene and 2-3 weeks to build the winch which pulls up the trees
The NZ team brought in a 20 ton off road crane for the rain spinners and portable dams for the rain effects”

Therefore the facts and figures are impressive, but it seems to have lost the emotional connection of the Good Things Come to Those Who Wait.

I find the copy “Bring this place to life / Bring it to Life” more generic in reference to drinks. Continuity in campaigns can be key when a strong message is central to the communication.