Guinness unveils its most expensive TV ad

Today (Thursday) sees the launch of the most expensive ever TV ad for Guinness, called "the art of tipping".

The work, which was preceded by a web-based treasure hunt that asked users to solve tasks and reveal short clips of the ad before it airs, has a £10 million budget, the largest ever for a Guinness ad.

The TV execution is based around a giant domino rally, which includes books, grandfather clocks, burning hay bails and tyres, and works its way through an Argentinian mountainside village.

It ends when a huge pint of Guinness, made out of books, is "poured" out as pages flip open to reveal the drink's black-and-white colours.

The TV ad was created by Abbott Mead Vickers BBDO, with digital through iChameleon@AMV.