Diageo promotes the lighter side of the Black Stuff

Diageo’s has just unveiled another epic advert for its legendary brand, Guinness. The aim of the ‘Bring it to Life’ campaign is to lighten-up the image of the Black Stuff.

Diageo believes that, despite its plaudits and success in getting across the aspirational and distinctive nature of Guinness, the ‘Good Things Come to Those Who Wait’ adverts somewhat encouraged a suggestion of Guinness having a rather serious image. Consequently, the ‘Bring it to Life’ campaign, aims to reaffirm Guinness as an on-trade, up-tempo, weekend and pre-weekend tipple.

The advert itself presents a kind of alternative Creation story where a group of men flood the earth and create oceans and forests. The images give a supernatural echo of the way that a perfect pint of Guinness arrives in a glass. It premiered last night on Sky Sports and will run in the cinema and online, in addition to TV. The advert was filmed in glaciers in New Zealand, and Canada’s plains in the January cold. Its underwater scenes, filmed in Fiji, required actors who could also be divers and earth was made to ‘move’ via specially made tree-winching apparatus.

Meanwhile Diageo awarded a £10,000 prize to a long-standing Guinness-serving pub in South London. The Nightingale, won the Guinness Community Outlet of the Year in recognition of its charity work and community building initiatives, such as its ‘Meet the Neighbours’ parties. Guinness itself recently celebrated its 250 year old birthday and raised a glass to its founder, Arthur Guinness.

05 November 2009