Kilkenny ad adopts mythical feel

Publicis has created a campaign based on myth and magic for Kilkenny’s Irish beer, continuing last year’s ’first kiss’ theme with the line, ’kiss the Kilkenny’.

Publicis has created a campaign based on myth and magic for

Kilkenny’s Irish beer, continuing last year’s ’first kiss’ theme with

the line, ’kiss the Kilkenny’.



The pounds 2.5 million campaign, which breaks this week, centres on a

40-second spot for television and cinema which will run for six

weeks.



The commercial, which is set in a fairground, uses rich, earthy colours

and features the former Pogues front man, Shane MacGowan, singing the

Irish folk song, She Moved Through the Fair.



The ad animates a fairground worker’s fascination with a girl he

glimpses.



Close-ups of his spell-bound face are interspersed with surreal flashes

of the girl, whose merry-go-round horse turns into a real horse.



It follows the girl as she wanders around the fair between the

attractions.



Finally, she disappears, until the man catches her reflection in a pub

mirror. The commercial concludes with the girl drinking his pint of

Kilkenny.



The television commercial, which was directed by Michael Haussman

through Serious Pictures, will run nationally on satellite stations,

Channel 4 and Channel 5, as well as Central and London ITV stations.



Three 50-second radio ads and a six-sheet poster campaign will support

the television advertising in the London, Central and North-west

regions.



The campaign was written by Paul Quarry and art directed by Jamie

Colonna.



Media was bought and planned by the Network.



Emma Brock, a Publicis board account director, said: ’The television

execution focuses on a world in which the boundaries of reality, myth

and magic become blurred.’



A spokesman for Guinness, Jeremy Probert, said: ’We feel the commercial

sums up the spirit of the brand: it is not about the shamrocks and

Riverdance image but about the new Irish youth, vibrancy, arts and

culture.’



Kilkenny, launched in 1994, is one of the first Irish beers to hit the

UK market in the last few years.



The 5 per cent premium Irish ale has quickly penetrated the UK market,

and is distributed to between 5,000 and 6,000 outlets in.



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