Classic Guinness ads return to TV with twist

Classic characters from Guinness's advertising archives are returning to TV this week in a series of ads by Abbott Mead Vickers BBDO.

The five executions for Guinness Draught Extra Cold pay homage to previous campaigns but with a twist. The campaign is backed by a £3.5 million spend.

In "surfer", the once-brave characters run into the sea but, in contrast with the original film, retreat quickly to the beach because they find water too cold.

Rutger Hauer, the Blade Runner actor who fronted the long-running "man with the Guinness" campaign of the late 80s and early 90s, also returns to TV screens.

In a reprise of the "pure genius" ads, Hauer appears in an armchair in a park. He shivers as he delivers the line: "Nice weather for penguins."

The male dancer from the "anticipation" spot, first screened in 1994, also makes a comeback but this time he appears as an Eskimo leaping around a pint of Guinness. The other two executions feature a snail and a bicycling fish. The endline across all the spots reads: "Guinness. But Extra Cold."

Mark Fairbanks, a copywriter at AMV, developed the campaign. The commercials were directed by JJ Keith through Exposure Films.

The executions will run across satellite and terrestrial channels and in cinemas during June and July. This month the media schedule will focus on Euro 2004 matches on ITV and ITV2.

Media planning and buying is handled by Carat.

Nick Robinson, the marketing director for Guinness Great Britain, said the campaign was designed to remind consumers in the summer months that Guinness is also available in a colder, more refreshing format.

He said: "The campaign has all the wit you would expect from Guinness advertising. We know from research that our consumers will love it."

The current campaign for the main Guinness brand is "out of darkness comes light".