Guinness introduces new line and brings a world to life in latest ad

by Noel Bussey, campaignlive.co.uk, 04 November 2009, 08:00am

Tonight sees the launch of the latest multimillion-pound extravaganza for Guinness created by Abbott Mead Vickers BBDO.

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However, the ad, which is based around a world being brought to life, does not contain the "good things come to those who wait" line.

Instead, it introduces "bring it to life", which has been created to embrace off-trade sales and the growth in home drinking, which Guinness believes the former line didn't.

The work starts with an alchemist in a dark land that he is about to bring to life. It then cuts to a shot of a man setting off a rocket that explodes into the shape of a pint of Guinness.

There are then various shots of men creating new areas of the world such as an ocean, a forest and a waterfall.

The spot has lavish production values and the production team included the director Johnny Green, Grant Major, an Oscar-winning set designer on Lord of the Rings, and Wally Pfister, a director of photography who was nominated for an Oscar for his work on The Dark Knight.

Guinness has also teamed up with Google Earth to create an online world that users can help bring to life by creating their own terrain.

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All Comments

Lewis - 04 November 2009

Hmmm...This is remarkably like BMB's "Staff". AMV have just thrown more money at it and added a crap endline.

Rick Sareen - 04 November 2009

err, Guinness is God?? I thought it was a beer. Whatever happened to ideas in advertising?

Mark Griffiths - 04 November 2009

If Iyou're a Guinness drinker, this ad should give you a warm feeling that you're doing the right thing. You're part of this. If you don't currently drink Guinness, but like the idea that you could get that warm feeling and be part of this, then you just might try it. Back in the 80s, I was turned onto Guinness because I liked the idea of being like that suave, ironic, alternative character that Rutger Hauer portrayed. Today, Guinness is more associated with rugged rugby, male bonding and the great outdoors. Not exactly sophisticated. The line 'bring it to life' isn't exactly sophisticated. But Guinness isn't 'clever' any more like it used to be. So this line does go with the territory, the audience they have and the audience they're trying to reach.

Richard Hayter - 04 November 2009

It isn't up to 'noitulove' standards, is it?

Jeremy Lee - 04 November 2009

Flat

Sarah_Jean Duggan - 04 November 2009

every good barmaid knows that when you pour a Guinness, you have to wait for it to die \(settle) before it can be served and enjoyed, any 'life' in it means the separation is not complete, and the punter is dissatisfied. so 'bring it to life'? really?

This should have been an EDF advert - "if we could start all over again..." - would have been very moving.

John Bunyard - 04 November 2009

So the world was brought to life entirely by enterprising men, eh? Harriet Harmful won't like it.

Media Village - 04 November 2009

boring & inspired

Dasbeasten - 04 November 2009

Guinness have gone from a very ownable proposition to a very generic one. I'm sure that the aim was to go for a wider audience with something a bit Guinnless, but all they have done is produce an ad that, if you take away the end frames, could be any alcohol brand out there. AMV planning department has a lot to answer for.

jim ferron - 04 November 2009

This is like being served up a Guinness by a Aussie barmaid just off the plane - it's flat and lifeless. Just another one in the current line up of "Happenings' commercials that wallow in their own magnificence. It's sad that AMV has been forced to swallowed this change in direction. The truth of waiting for your pint of plain is the piece of mini heroics that separates the Guinness drinker from everyone else in the pub. That why it worked so well as a campaign.

Simon Fraser - 09 November 2009

I was hoping for some big reveal at the end which would make you go "Oh, I see...that's nice/clever/original". But no. I preferred the dominoes - it was fun and didn't depend on the audience marvelling at the CGI.

Jacob Beckett - 10 November 2009

Agreed with simon, too reliant on CGI, wheres the idea?

anthony agarrat - 10 November 2009

This site makes me laugh, whenever anyone describes the creative people in the industry they always say they are "geniuses" yet whenever people review an ad 99% of you say it is shit.