HHCL &Partners has unveiled its first UK work for Guinness with a
campaign to encourage a new generation of drinkers to try the bottled
version of the brand.
The ads, which feature a constant and fast-moving stream of ’real’
people dancing around as part of an informal audition, hark back to
Guinness’s famous ’anticipation’ commercial. This time the dancers are
frolicking holding bottles of Guinness, rather than waiting for the
stout to settle.
Drinking Guinness by the bottle, a preferred way of drinking at
nightclubs and trendy bars, is now possible because of widget technology
which pushes bubbles into the brew to give it its distinctive head every
time the bottle is tilted.
This is hinted at rather than spelled out in the campaign.
The director, Ashley King, used six different casting sessions to find
the right mix of ’off the street’ extroverts for the commercials. All
the ads have the endline: ’Dance with it.’
The commercials were filmed at Bethnal Green Town Hall, and were written
by Rob Clayman and art-directed by Stuart Farquhar. The work aims for a
more energetic style than the highly crafted work through Abbott Mead
Vickers BBDO for traditional Guinness.
’We are going for a younger audience with this campaign. Overall the
work is quite light-hearted. We didn’t want anything that was too heavy
or brooding to differentiate it from the main Guinness brand,’ the HHCL
planner, Roger McKerr, explained.
The agency has created two 40-second, five ten-second and one 20-second
ad for the pounds 3.5 million campaign, which breaks on St Valentine’s
It covers print, point-of-sale and sampling as well as TV. The
production company was Harry Nash.
Since bottled Guinness is aimed at a younger audience both in the UK and
Ireland, Guinness will run a campaign for the first time on both sides
of the Irish Sea at the same time.
In the UK, media is handled by Carat, while in Ireland it is through