AMV Guinness ad puts pint at centre of story
By EMMA HALL, campaignlive.co.uk, Friday, 15 May 1998 12:00AM
Abbott Mead Vickers BBDO unveils its first Guinness work this weekend, with an epic spot that breaks during Saturday’s FA Cup Final.
Abbott Mead Vickers BBDO unveils its first Guinness work this
weekend, with an epic spot that breaks during Saturday’s FA Cup
Abbott Mead, which won the account from Ogilvy & Mather in January,
builds on Guinness’s famous ’anticipation’ strategy with the strapline,
’Good things come to those who wait.’
The 60-second commercial, which has a media budget of pounds 3 million
over four weeks, is set in an Italian village and follows the story of
two elderly brothers, one of whom is a former swimming champion.
Marco takes part in an annual race in which he attempts to cross the
village bay before a pint of Guinness, poured by his brother, has
The whole village assembles to cheer on Marco, who is unaware that his
bar-owner brother delays pouring the pint long enough to ensure that he
Andy Fennell, the marketing controller for Guinness Great Britain, said:
’We want to make Guinness more accessible and to have more people enjoy
it. The film is not challenging; it is a human drama that makes you feel
good and brings the pint back to centre stage.’
Guinness has calculated that it takes 119.5 seconds to pour the perfect
pint, a fact that will form a core part of the brewer’s through-the-line
The commercial was directed through Academy by Jonathan Glazer, who
describes its style as ’neo-realist’. It was written and art directed by
Tom Carty and Walter Campbell.
Media buying is through MindShare.
This article was first published on campaignlive.co.uk
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