Guinness plays God in its latest lavish spot
AMV BBDO didn't take many short cuts for this new Guinness ad (video below), called "World," which breaks today in the U.K. According to the Guardian, they shot in four countries (New Zealand, Canada, Fiji and the U.K.); took three months to build the set for the underwater scene; got army assistance to film the grass-hauling shots at an old bombing range; and hired the set designer from the third Lord of the Rings film to pull it all together. Was it worth it? The ad shows a bunch of men bringing a new world into existence. The connection to Guinness is a bit vague—a churning pint of just-poured Guinness apparently also evokes a sense of rebirth. Or something like that. The tagline, "Bring it to life," is also new, replacing the long-running slogan, "Good things come to those who wait." —Posted by Tim Nudd |
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November 4, 2009 in Alcohol, BBDO, Europe, Guinness, Nudd | Permalink |
Comments
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I have to say that this misses the mark with me. I don't think anyone could argue the cinematography and all the amazing work that went into creating the ad, but the connection to Guinness is lost on me. As Tim Nudd mentioned, its pretty vague and I've never felt rejuvenated or lively after drinking a Guinness. I'm willing to give their new branding a chance, given the cinematic lengths they went to in the debut video.
Posted by: DanCasaz | Nov 4, 2009 11:20:08 AM
I see a clearer connection to Guiness in a can. You bring the beer "to life" by popping the can and activating the widget inside. This whole spot would have been a great way to show how the beer comes to life in the can.
Posted by: oat soda | Nov 4, 2009 9:13:57 PM
What a long way to go to get to the logo. Beautiful, yes. Amazing, absolutely. Unfortunately, pretty inane work for a great brand. The best beer campaign on air? The most interesting one. Read one beer man's perspective http://bit.ly/whi6I
Posted by: Patrick Scullin | Nov 8, 2009 12:04:47 PM
