The FastFlow system enables bar staff to pull the perfect pint of Murphy's four times faster than before.
It will be promoted using a 30-second TV commercial, which features a pub full of skeletons trying to occupy their time by playing darts, pool or just tapping their bony fingers on the tables.
The skeletons represent stout drinkers who have been bored to death waiting for their pints to be pulled. The endline, "Why wait?", is followed by an image of a glass being quickly filled with a pint of Murphy's.
In addition to the 30-second executions, Murphy's has bought two entire ad breaks across Channel 5 and the entire Sky Network. It will replace these breaks with just one, ten-second, execution. This will feature a skeleton drumming its hand impatiently. Once it is finished the viewer is returned straight back to the scheduled programming.
The TV executions will be supported by a nationwide poster campaign. Both will launch on 1 December.
Mel Exon, a business director at BBH, said: "Murphy's FastFlow is a dream brief - a product with a genuine benefit to talk about. "
The campaign was written by Adrian Rossi and art directed by Alex Grieve.
It was directed by Kevin Thomas at Thomas Thomas. Starcom Motive handled the media planning and buying.
Murphy's senior brand manager, Dee Clayton, added: "FastFlow is a result of huge demand from the nation's drinkers. Our new system enables us for the first time ever to give the perfect one-part pour of stout in seconds."