Abbott Mead Vickers BBDO unveils its first Guinness work this
weekend, with an epic spot that breaks during Saturday’s FA Cup
Abbott Mead, which won the account from Ogilvy & Mather in January,
builds on Guinness’s famous ’anticipation’ strategy with the strapline,
’Good things come to those who wait.’
The 60-second commercial, which has a media budget of pounds 3 million
over four weeks, is set in an Italian village and follows the story of
two elderly brothers, one of whom is a former swimming champion.
Marco takes part in an annual race in which he attempts to cross the
village bay before a pint of Guinness, poured by his brother, has
The whole village assembles to cheer on Marco, who is unaware that his
bar-owner brother delays pouring the pint long enough to ensure that he
Andy Fennell, the marketing controller for Guinness Great Britain, said:
’We want to make Guinness more accessible and to have more people enjoy
it. The film is not challenging; it is a human drama that makes you feel
good and brings the pint back to centre stage.’
Guinness has calculated that it takes 119.5 seconds to pour the perfect
pint, a fact that will form a core part of the brewer’s through-the-line
The commercial was directed through Academy by Jonathan Glazer, who
describes its style as ’neo-realist’. It was written and art directed by
Tom Carty and Walter Campbell.
Media buying is through MindShare.