AMV resurrects Guinness strapline with Kleinman ad

LONDON - Guinness is returning to its 'good things come to those who wait' line in a new campaign from Abbott Mead Vickers BBDO. The campaign draws on the brewer's advertising heritage.

A TV ad, which is directed by Danny Kleinman and will air in the UK in October, implies that human evolution has been driving towards a chance to drink the perfect pint of draught Guinness. As they wait for their pints to settle, three drinkers are shown evolving backwards into microscopic creatures in a pool of primordial soup, to show how long they have waited.

A Diageo spokesman said: "The ad will emphasise draught Guinness as being the ultimate pint, and will focus on the 'good things' rather than the 'waiting'."

In separate work, breaking over the bank holiday weekend, AMV resurrects the Guinness toucan brand icon in a series of poster ads. The posters advertise that, from next month, all draught Guinness served in the UK will be brewed in Ireland.

Guinness last used the "good things come to those who wait" line in 2001, in the "dream club" ad, directed by Jonathan Glazer.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

How can we rebuild trust in the media?

Digital cities for digital citizens

How to make your ads clear