Guinness Book of Records in TV ads

The Guinness Book of Records is making its advertising debut on national TV in time for Christmas with a pounds 500,000 campaign through Triangle.

The Guinness Book of Records is making its advertising debut on

national TV in time for Christmas with a pounds 500,000 campaign through

Triangle.



Two films featuring a funky schoolboy aim to update the image of the

famous book which is in its 43rd edition.



A 30-second and ten-second spot each show a young boy walking into a

bookshop and picking up a copy of the book. As he opens it, his hair

stands on end and a raucous dance track fills the shop.



As he turns the pages, images from the book leap out to show the

different subjects featured such as the Spice Girls, the England

footballer, Michael Owen, a fierce-looking spider and a piranha.



The ads break this week on ITV, Channels 4 and 5 and selected satellite

channels. They are aimed at eight- to 14-year-olds.



The TV campaign will be supported by point-of-sale promotions and the

book will also be promoted on the internet, where Guinness Publishing is

launching a website this month.



Matthew Heath, a director at Triangle, said: ’The Guinness Book of

Records has been extremely successful over the past few years. The book

has changed dramatically from what people remember and is much more

interesting and interactive.’



A regional test for the campaign ran in the Midlands a year ago. Malcolm

Roughead, marketing director for Guinness Publishing, said; ’The results

were very encouraging. The book has almost universal awareness, so we

needed to see if TV advertising could also promote sales before

Christmas.’



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