It is certainly getting the views on-line, but I dont think it has the same tone and class as previous more understated efforts. Ref the classic white and black pint
The great thing about Guinness was the understated confidence in it’s humour and advertising. I can’t help looking at this and feeling it is “try-hard” and the joke is stretched by the end of it. Easy to buy the idea, but it should have been shorter and simpler as a reveal.
Vodpod videos no longer available.
After much anticipation the new UK Guinness TV work hit the screens last week.
“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: http://www.bringittolife.tv/ 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.
Scary press work from Guinness for Halloween…
In celebration of Guinness Day – which is today – here is the famous White Guinness produced in April this year…
Reference the earlier post as Guinness celebrates 250 years of the Black (white) stuff:
Guinness “Toast to Arthur” celebrating 250 years.
Guinness has made some great ads.
It started 250 years ago (!) and since then, we’ve seen some classic press work around the “Lovely Day for a Guinness”; “Guinness for Strength”; “Guinness Time”; “My Goodness My Guinness” and many, many more.
Added to the history is the truly iconic “Surfer” TV ad directed by Jonathan Glazer, with music by Leftfield and inspiration from Walter Crane‘s 1893 painting “Neptune’s Horses”.
So it is with much anticipation that we look forward to the ads celebrating the 250th anniversary this year.
The campaign by Saatchi and Saatchi is called “Toasts” and features an execution called “Arthur’s Day” (which is apparently the 24th September).
The ad above which toasts Arthur Guinness, the founder of the famous brewery in Dublin , features a chinese whispers effect, in which different groups of drinkers mishear a toast to brewery founder Arthur Guinness.
Bizarrely, another straight version of the ad, in which everyone gets Arthur’s name right, will air in some parts of the world.
Perhaps not a classic in the theme of “Surfer”, but I can already see the toast reverberating around bars….