Guinness unwraps its long-awaited new ad campaign on Monday which
continues the cryptic feel of the Rutger Hauer ‘man in black’
advertising axed last year.
The campaign, by Ogilvy and Mather, has been flagged for the last week
with a teaser 96-sheet poster run.
The posters bear no Guinness branding, using only enigmatic quotations
such as ‘I hope I die before I grow old - Pete Townshend’ and ‘A woman
needs a man like a fish needs a bicycle - Graffiti’. All carry the line:
‘Not everything in black and white makes sense.’
The two cinema and television commercials, directed by Tony Kaye through
Tony Kaye Films, use the same endline as the posters. Beginning with a
quotation, they invite viewers to question their initial assumptions by
featuring stories that could be misinterpreted, continuing the ‘nothing
is what it seems’ theme.
One commercial entitled ‘fish’ - using the quote, ‘A woman needs a man
like a fish needs a bicycle’ - features women doing things traditionally
done by men such as collecting refuse and digging up roads. The spot
ends with a shot of a fish riding a bicycle. The second commercial,
using the Pete Townshend quotation, is called ‘old man’, and features a
busty blonde and an elderly gentleman.
The black-and-white campaign breaks on 4 March on ITV, Channel 4 and
satellite TV at 9.20pm as well as running first in the break within News
at Ten at 10.15pm. Two more cinema and TV executions break later in the