NEWS: Howell Henry spots aim to bring Guinness Ireland down to earth

Howell Henry Chaldecott Lury is repositioning Guinness as ‘the big pint’ in its first work for the stout in Ireland since winning the business this summer.

Howell Henry Chaldecott Lury is repositioning Guinness as ‘the big pint’

in its first work for the stout in Ireland since winning the business

this summer.



The drive, which is aimed primarily at a young audience of 18- to 24-

year-olds, is being spearheaded by three offbeat commercials featuring

wise men pondering ‘the big conundrum’ of how such a big-bodied pint

fits into the human hand.



The first stars a Chinese sage who wonders: ‘Guinness. Thirst-quenching,

chunky, full-on flavour. Universally known as the big pint. How does

such a sizeable beverage fit into a small human hand?’



The commercial then cuts to a rapid montage of hands snatching their

pints before the man finds his answer. ‘Don’t try to ponder the

imponderable. Have your cake and eat it too,’ the levitating sage

advises.



A second film features an American Indian chief who asks the same

question but gets no help from the ‘spirits of the sky’. He eventually

comes to the same conclusion, at which point the camera pans back to

reveal he is standing outside a ‘sleep in a wigwam’ park.



The commercials will run in the months up to Christmas as part of a

pounds 12 million integrated campaign. Other activities include 48-sheet

posters of pints, with headlines such as ‘XXXL’, ‘4D’ and ‘size

matters’, and giveaways in pubs to underline the idea that Guinness is a

‘big pint’. These include wrist strengtheners and special gloves to help

lift the drink.



The commercials were written by Al Young, art directed by Mark Howard

and directed by Trevor Melvin at Blink Productions.



Chris Satterthwaite, a partner at Howell Henry, said that the strategy

was to bring the pint down to earth after its recent advertising

history.



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