In a move away from the well-worn "good things come to those who wait" line, the new work has been created to boost off-trade sales.
Released: 03 November 2009
Guinness 'bring it to life' by AMV BBDO
Abbott Mead Vickers BBDO has launched a new multimillion-pound extravaganza for Guinness introducing the brand's new "bring it to life" strategy.
All Comments
Nic Niewart - 07 November 2009
Another turkey in my sights. Hold it....Bang. Goodbye. Why is this client so stupid? With a brand that is selling less and less of product every year in the UK and Ireland now too, why do they persist in spending so much money on selling so little? As each attempt gets more and more awards, in direct line correlation with fewer sales, who re-arranges the deck chairs on this Titanic? What is the solution?
First take the entire marketing team and give them the NKVD treatment. 9 grams of lead each will do the trick. Then you get some research done- why doesn't anyone like the stuff any more? How is this to be corrected and what issues exactly are at stake here? Then address those issues in a creative way. Not in a DFS way, not in a PC World way, but an entertaining beer kind of way. What is the purpose of these ads? Is it to get rid of budget? Or is it something bizarre that the Guinness trust has in its constitution, some secret Ribbentrop clause, a Masonic ritual that you must provide months of work for at least 12 post houses? The work reminded me of the setting up scene of the big top in DUMBO. At least that had a good song.
Giudecca Stallone - 09 November 2009
Ha ha ha. Agreed, to both Nic and Munzie. What started off as a good point got lost in lavish invective.
It's a gorgeous advert, but unlike "Good Things Come..." it doesn't seem to even have any connection with the product. I'm left not really sure what it is I'm supposed to bring to life. Nor how Guinness is going to help me with that.
Or perhaps it's a sly nod to the famed Irish Curse.
Munzie Singh - 09 November 2009
Thanks for your comment Michael I was one of those 12 post houses that worked on it & for my humble opinion it is a beautifully crafted commercial regardless of the guinness sales Id rather see that on TV then DFS or PC world! Some commercials are more about Sales.
peter lynex-hopkins - 10 November 2009
I think Nic is trying to make a simple point in a kind of long winded way. Nobody is doubting the craft of this commercial, but as he says where is the "beer entertainment"? I mean drinking beer is supposed to be fun. Can't see people sitting in the pub going " wow, have you seen the new Guinness commercial where they do, err, this and err, then and err." But I'd probably see them sitting in the pub going "have you seen that Carlng ad where the german soldier saves all those bouncing bombs". Now that's entertainment!
peter lynex-hopkins - 10 November 2009
PS: For all you younger viewers, check out he Carling Black Label "Dambusters" commercial from the 80's. And weep into your beer!
Munzie Singh - 11 November 2009
OK Peter I totally agree but DAMBUSTERS TOP 10 of All Time Thats a Bit Unfair How many ads in the last year can you compare with Dambusters! & times have changed Peter you can't promote happiness with booze.
peter lynex-hopkins - 12 November 2009
Hi Munzie, I'm not sure what you mean. I'm only saying that the Dambusters commercial makes you laugh, it doesn't say drink this beer and you'll be ecstatic! I don't think commercials that make people laugh have been banned yet - though it certainly feels like it most of the time!
Tom Ellis-Jones - 13 November 2009
my other half worked for Guinness a few years back. apparently, the Guinness brand equities are Strength, Goodness and Communion. okay, i can see how that fits with 'a pint of the black stuff'. and i can also see all those equities in this new ad.
however, what is startlingly obvious is that this ad has disappeared so far up it's brand's arse that the essence of the product has been lost.
and with that, all your average punter will say is, "eh?"
AMSTERDAMAGED - 25 November 2009
see Stella Artois "returning hero'.... now how good does this look???
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Credits
- Creative Type:
- Television
- Agency:
- AMV BBDO
- Advertiser:
- Guinness
Project nameBring it to Life
Creative Paul BrazierProduction company Knucklehead Director Johnny GreenDirector of photography Wally Pfister / Joost Van GelderMusic composed by Peter Raeburn and Nick Foster at Soundtree called 'Cathartic Waltz'TV Sound Design / mix Raja Sehgal & Munzie Thind at Grand Central StudiosCinema mix Raja Sehgal at Grand Central StudiosCGI The Mill, London
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