Guinness promises Good Things for StáPatrick's Day

26 January, 2007

Guinness is spending ú2.5 million on the screening of a new TV and cinema ad in the run-up to St Patrick's Day.

The new ad, called Hands, will air on television from Feb 12. It continues the Good Things Come To Those Who Wait theme recently revived for the brand, and features a pair of stop-frame animated hands doing a quirky dance.

Russell Jones, marketing director for Guinness at Diageo GB, said: "We wanted to surprise people and do something a little bit different and quirky, so it's not one of those blockbuster ads that costs millions of pounds to make.

"It started from the ad agency as an idea for something that might work online but we've decided it could really get into the minds of consumers on a bigger scale."

The ad will appear on TV during "key waiting moments", such as half-time in sports fixtures or immediately before the start of a major TV series.

The campaign also includes online advertising as well as digital outdoor advertising in stadiums, pubs and key London Underground stations.

A website will give consumers the chance to make a customised version of the ad at www.guinnesshands.com. The site also contains behind-the-scenes footage and information on the making of the advertisement.

The campaign will run until the end of March and aims to support licensees and retailers during the spring period. Diageo is also running on-pack promotions to make the most of Six Nations.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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