Magazine article Marketing

Campaign of the Week: Guinness

Magazine article Marketing

Campaign of the Week: Guinness

Article excerpt

The Account

Client: Guinness Brewing Marketing director: Julian Spooner Agency: Ogilvy & Mather Creative tours: Jerry Gallaher (copywriter) and Clive Yaxley (art director) Annual budget: [pounds] 10m Media: National TV, satellite and cinema Target: 18- to 34-year-old males

The Brief

Creating a new campaign for a brand with an advertising heritage as rich as that of Guinness is both a privilege and a nightmare. However, Ogilvy & Mather's first experience with the stout proved that Guinness can, indeed, be good for you - the Rutger Hauer 'Man with the Guinness' campaign spanned seven years and 21 films.

Two years ago, Guinness decided that consumers had become too comfortable with the campaign. After a struggle (during which an Irish campaign bridged the advertising gap), O&M came up with the 'Black and White' idea.

The launch ads, 'Bicycle' and 'Old Man', aimed to make people take a fresh look at the brand by presenting implausible scenarios summed up by a quotation. The line 'Not everything in black and white makes sense' let viewers make up their own minds about the situations in the ads and Guinness itself.

The Campaign

'Statistics' is the fourth and most recent 'Black and White' ad and, like the previous ones (including 'Fishing' which ran a year ago), its style is designed to create debate. …

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