Guinness launches TV and cinema ad

Guinness’s new ad campaign is to air for the first time tonight during The Bill on ITV1.

The ad carries on the brand’s Good Things Come To Those Who Wait campaign and shows an Argentinian village transfixed by an epic domino-toppling event which ends in a giant pint of Guinness made up of toppling books.

Sixty, 90 and 30-second versions of the ad will run on TV, in cinemas and online. It is also being backed by online competitions - a first for Guinness - and print ads.

Overall Diageo is spending £10 million on the campaign, which runs until April, including POS materials for supermarkets, convenience stores and cash and carries.

Marketing manager Paul Cornell said: “It is the most expensive ad we’ve made and the most complex. The overall idea is that it is the most awe-inspiring celebration of Guinness ever - a community coming together to celebrate Guinness.”