NEWS: Guinness posters lead into ‘enigmatic’ TV ads

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.

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

year.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).