Magazine article Marketing

Adwatch: Guinness - 'Back in Time'

Magazine article Marketing

Adwatch: Guinness - 'Back in Time'

Article excerpt

I don't like Guinness - I never have. But I know lots of people who do. They love the stuff and, as they sip it reverentially, they talk away about a 'meal in a drink' and how it tastes so different in Ireland.

They also talk about the ads. Well, at least they used to. People in bars talked about 'Surfer'. Many people actually knew what the spot was called, and Channel 4 viewers voted it the best ad of all time.

I have been in pubs in which rowdy football fans have watched in silence as it aired during the half-time break in a televised game.

How do you follow that? Well, seemingly, with a bit of a stumble, which in the case of Guinness resulted in a series of forgettable ads about moths and horses and darkness or some such thing, and some rather nice, but navel-gazing, executions about how the black stuff was now a little colder.

After that, it is best you go back to one of the greatest strategies of all time - a unique product feature and an observation on the world wrapped together in one neat little line. …

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