Publicis embarks on a two-pronged attack this week to re-establish
Harp lager as a mainstream drink.
In a departure from the enduring ’sharp Harp’ theme which last ran in
1994, the new pounds 4 million campaign for the Guinness Brewing brand
applies two familiar beer marketing hooks; pointing out increased
strength and Irish heritage.
The spot opens on two guys at a bar trying the drink, brewed to an
’original 4.3 per cent Irish recipe’. As the camera tracks down their
legs, they take on a life of their own, performing a furious
Riverdance-style Irish jig while the men carry on drinking, oblivious.
The camera pans round to reveal the rest of the pub’s customers to be
The ad was written by Paul Quarry and art directed by Jamie Colonna.
Directed by Mark Storey through Cowboy Films, the commercial draws
heavily on visual effects created by Smoke and Mirrors, which matted the
top halves of the actors to the bottom halves of Irish dancers.
The 40-second ad is set to run on satellite TV and in the Central,
Anglia, Tyne Tees, Channel 4 Midland and S4C sales regions until the end
Media buying is through the Network.