- Guinness is turning to another watersport as the vehicle for the latest execution of its "good things come to those who wait" campaign.
"Surfer," a technically complex film through Abbott Mead Vickers BBDO about surfers waiting for the ultimate wave, 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 £6 million media spend between now and June, and for another burst later in the year.
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.
Academy filmed the horses in action and then, using the same digital techology employed during the making of Titanic, created the effect of the foaming crest of a wave.
The commercial was written by Tom Carty and art directed by Walter Campbell at AMV.