Guinness Brings a New Ad Campaign to Life
5 November 2009 | By Anna Rudenko
For a successful period of ten years Guinness advertising campaigns have had the slogan Good Things Come To Those Who Wait. That worked right, the company managed to attract millions of consumers, but everything has a natural lifecycle, even the best things. Now the brand is ready to try something new and suggest its customers another motto to adapt.
Guinness asked its long-term partner, Abbott Mead Vickers BBDO agency to create The World commercial starting a new campaign for the brand. Bring It To Life — that is the new slogan which is supposed to win yet more consumers.
The ad was shot in New Zealand, Fiji and Canada. The directors of photography were a well-known man, Wally Pfister who worked on Batman Begins and The Dark Knight (he was engaged in the southern branch), and Joost Van Gelder (he was in the northern one).
The strong and brave men are literally creating a world of their own, they carve canyons, erect forests and make waterfalls. The idea is that everyone can create his universe with his own hands, thought and, of course, with the help of Guinness. The World campaign is aimed at reframing the drink and making it more up-to-date, addressing to a new audience and their way of drinking low-alcohol products.
The World not only complies with high standards established by previous Guinness ads, but also presents a new thought and makes the idea clear to everyone. The brand wanted to show that the world can be changed if you want it.
Popsop.com
Tags: alcohol drinks, beer, Diageo, Guinness
