Publicis has created a campaign based on myth and magic for
Kilkenny’s Irish beer, continuing last year’s ’first kiss’ theme with
the line, ’kiss the Kilkenny’.
The pounds 2.5 million campaign, which breaks this week, centres on a
40-second spot for television and cinema which will run for six
The commercial, which is set in a fairground, uses rich, earthy colours
and features the former Pogues front man, Shane MacGowan, singing the
Irish folk song, She Moved Through the Fair.
The ad animates a fairground worker’s fascination with a girl he
Close-ups of his spell-bound face are interspersed with surreal flashes
of the girl, whose merry-go-round horse turns into a real horse.
It follows the girl as she wanders around the fair between the
Finally, she disappears, until the man catches her reflection in a pub
mirror. The commercial concludes with the girl drinking his pint of
The television commercial, which was directed by Michael Haussman
through Serious Pictures, will run nationally on satellite stations,
Channel 4 and Channel 5, as well as Central and London ITV stations.
Three 50-second radio ads and a six-sheet poster campaign will support
the television advertising in the London, Central and North-west
The campaign was written by Paul Quarry and art directed by Jamie
Media was bought and planned by the Network.
Emma Brock, a Publicis board account director, said: ’The television
execution focuses on a world in which the boundaries of reality, myth
and magic become blurred.’
A spokesman for Guinness, Jeremy Probert, said: ’We feel the commercial
sums up the spirit of the brand: it is not about the shamrocks and
Riverdance image but about the new Irish youth, vibrancy, arts and
Kilkenny, launched in 1994, is one of the first Irish beers to hit the
UK market in the last few years.
The 5 per cent premium Irish ale has quickly penetrated the UK market,
and is distributed to between 5,000 and 6,000 outlets in.