Creative Ads: Guinness

Since we've been discussing creativity in ads this week, I thought that this ad would be appropriate. In 2007, Guinness launched the most expensive ad in the brand's 80 year marketing history. The "tipping point" ad cost 10 million euros, which equates to a little more than $13 million in American dollars. I think it is a bit excessive to spend over $1 million on any ad, especially when that kind of budget could be used to produce multiple ads. Furthermore, it exploits the advertising budgets and is only good for 90 seconds.

This commercial illustrates that simplicity and unexpectedness in advertising can create a "sticky" ad. The ad is sticky in the sense that this commercial stays in the consumer's mind after they have seen the ad. Arguably, this ad probably succeeded in the sense that it holds the viewer's attention and it is an ad that consumers would enjoy viewing again.

The AMV group based out of the UK undertook this massive project filming in Argentina. Digital enhancements were not used, except from inserting the Guinness logo as the commercial ends. The AMV group has only been in business for 14 years. AMV is also part of the BBDO network, which according to their website, is the third largest Agency network in the world. BBDO is consistently ranked in the Gunn Report (the major independent audit of creative achievement) as the most successful creative network in the world. BBDO is part of the Omnicom Group.

http://www.adweek.com/adfreak/25-most-epic-ads-arent-apples-1984-130551?page=2
http://www.amvbbdo.com/about/