Guinness and its agency, Ogilvy and Mather, has secured the co-operation
of the former Manchester United and Northern Ireland footballer, George
Best, for a spoof ad to celebrate St Patrick’s day.
The poster work, which ties in with Guinness’s recently launched ‘black
and white’ TV, cinema and poster work (Campaign, 8 March), began this
week with a teaser execution. It features a quote from Best, a former
heavy drinker who has given up the booze.
The quotation, in plain white text on a black background, reads: ‘You’ve
more chance of seeing a leprechaun than me with a Guinness on St Pat’s -
George Best.’ The poster uses the same endline as the other new Guinness
ads: ‘Not everything in black and white makes sense.’
The 48-sheet posters, which are running nationwide, will be replaced on
and around St Patrick’s day - 17 March - with a picture of a leprechaun
drinking a pint of Guinness and carrying the message: ‘Happy St
Patrick’s day from Guinness.’
The campaign was created by the art director, Andy Fairless, and the
copywriter, Adam Denton, who first wrote the quote, then obtained Best’s
approval. The leprechaun photography was by Simon Larbalestier.
Other Guinness ads in the ‘black and white’ campaign include two TV and
cinema ads directed by Tony Kaye.