New ad direction for Guinness

01 October, 2012

A new ad campaign for Guinness will position the famous stout brand as “made of more”.

The campaign includes a TV commercial featuring a free-thinking cloud and outdoor ads in which a woodpecker carves an upright version of the leaning tower of Pisa out of a tree trunk and a swarm of fireflies creates a chandelier hanging from a branch.

Nick Britton, senior brand manager at Diageo GB, said: “The new brand creative will resonate with people who are open-minded and alive to opportunity – and it will inspire them to never settle for the ordinary.

“Guinness has always been synonymous with iconic advertising and this new creative direction for the brand presents great territory to connect with consumers.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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