Guinness launches 250th anniversary ad

By Kate Nettleton, campaignlive.co.uk, Wednesday, 01 July 2009 09:15AM

LONDON - Guinness is launching its first global advertising campaign, to celebrate its 250th anniversary.

Guinness... anniversary campaign

Guinness... anniversary campaign

The campaign, created by Saatchi & Saatchi and entitled "to Arthur", pays tribute to the founder of the brewery Arthur Guinness, through a global toast to the Irishman.

What begins as a toast in a traditional Irish pub stretches gradually across the world, from Japan to South America, as people overhear others raising a glass to the founder.

Breaking across the EMEA region from 1 July, the campaign comprises two versions. The first takes a humorous slant, with the toast mutating as it reaches different people, with Guinness drinkers toasting anything from "farmers" to "llamas" as the Chinese whisper effect takes hold. 

The second of the spots, which will run in Africa and parts of Asia, sees everyone simply raising a toast to Arthur.

The TV campaign, directed by Antoine Bardou-Jacquet through Partizan, is supported by a consumer promotion that will encourage Guinness drinkers to celebrate "Arthur's day" on 24 September, with events being held across the globe.

A competition will also run alongside the campaign, which will offer one winner a journey into space on Virgin's Galactic flight, another a private gig from the Black Eyed Peas, while one winner will get to dive into the ocean to enjoy a pint at an underwater bar.

This article was first published on campaignlive.co.uk

Share

X

You must log in to use Clip & Save

blog comments powered by Disqus

Additional Information

Campaign Jobs




The Wallblog logo
  • The console is dead: The Socialisation of Gaming

    The console is dead: The Socialising of gamingThe games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.

    Read more »