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.
- Comment, page 36.