Guinness is turning to another water sport for the latest execution
of its ’good things come to those who wait’ campaign.
’Surfer’, a technically complex film through Abbott Mead Vickers BBDO,
is about surfers waiting for the ultimate wave. It continues the theme
established by last year’s ’swimblack’, which showed an elderly Italian
swimmer battling against the clock.
The 60-second black-and-white film draws a parallel between a surfer’s
wait for the ultimate wave and the anticipation of waiting for a pint of
Guinness to settle.
Shot in Hawaii by the director of ’swimblack’, Jonathan Glazer, the film
is one of the most expensive in Guinness’s history.
It will be backed by a pounds 6 million media spend, with an initial
burst between now and June to be followed by another later in the
The Guinness marketing manager, Anita Andrews, said: ’This is not one of
those gloriously beautiful ads; it is about the battle between man and
the elements. Waiting is often seen as a chore but this film is a
celebration of waiting.’
Guinness insisted on using genuine surfers in the film rather than
actors and the starring role is given to world champion longboarder,
Rusty K, who is seen waiting for a huge wave.
As the wave breaks and the beat of the music picks up, the wave tops
transform into white horses. The wave effect was created through the
same digital technology used in the film, Titanic.
The commercial was written by Tom Carty and art directed by Walter
Campbell at AMV. Glazer directs through Academy.