create a domino effect
for the stout's sales.
The ad, which aired for the first time on ITV last week, carries on the brand's Good Things Come To Those Who Wait
tagline 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
will run on TV, in cinemas and online.
The re are also 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. "