HHCL & Partners launches a surreal commercial for Guinness Ireland
this week, marking the next phase of its ’big pint’ campaign.
The 80-second ’water tower’ ad is based on the bond between twins. One
male twin lives in Dublin while the other works on a farm in California.
Although separated by thousands of miles, their emotions are very
When the farm worker in the US hits his thumb with a hammer, his twin in
Dublin feels the pain. When the Dublin twin drinks Guinness and
experiences refreshment, his twin is engulfed in an exhilarating surge
of water as a water tower collapses.
’Water tower’ is the first of three ads using the twins concept. Two
more will be aired before the year ends as part of a pounds 10 million
budget earmarked for the next year. The ads will be seen on RTE, Network
2, UTV and Channel 4.
The ad, shot in Dublin and Los Angeles, was written by the HHCL
creatives, Al Young and Mark Howards, and directed by Adrian Moat of RSA
Films. The soundtrack is by the American artist, DJ Shadow.
Tim Kelly, Guinness Ireland’s marketing director, said: ’We are
progressing the ’big pint’ concept. We established the idea of the big
pint. Now we are looking at how the big pint experience feels.’
Media planning and buying is through McConnells.