Exhibit B
1. Which of these commercials cost a shit load of money?
2. Which of these commercials makes you want to drink a pint of Guinness?
3. Which of these commercials spends 87 seconds dramatising an utterly meaningless endline that could be for absolutely anything?
Answers in the comments please.
Is It because exhibit A is a complete and utter fucking lie, fabricated by an agency and brand that has gotten so lost up its own backside that it has forgotten why people might actually want to drink the stuff. And that exhibit B lives on the age old truth that yes it takes a little while for a pint of Guiness to be poured and settle but its well worth the wait?
ReplyDeleteI'm guessing A is the new one - to be honest I got 30 secs in and was already bored, so haven't watched the rest.
ReplyDeleteI'm so sick of these, we've got loads of budget to blow on production ads with absolutely no concept or relevance to the product.
And what makes it even more hilarious is that good old Creative Review are touting it on their blog already - they really need to start selecting work because of it's creativity and strategy, not just who made it - it's getting dull!
It's going to be a talking point though isn't it? The general consensus (which must be right of course) is that they've forgotten their USP. And when you ignore the advertising basics you're always going to get into trouble. It will get your attention in an ad break though. Well, at least the first time you see it.
ReplyDeleteIt's not enough just to be a talking point though, is it? The best advertising gets people talking and thinking about (and buying) the product. Not about the ad itself.
ReplyDeleteI'm bored of all these so-called, big 'talked about' ads that do fuck all in reality. It's not a good use of clients budgets. It will do the reputation of the ad business no good in the long run, because at some point they will be exposed as what they are, which is a big fat waste of money. And then the perception will be that all (TV) advertising is a big fat waste of money. Which it doesn't have to be.
Anyhow, how come no one's answered the frickin questions?
1. Which of these commercials cost a shit load of money? A
ReplyDelete2. Which of these commercials makes you want to drink a pint of Guinness? B (maybe)
3. Which of these commercials spends 87 seconds dramatising an utterly meaningless endline that could be for absolutely anything? A
Now what do i win?
@Sell Sell, yeah sorry I meant 'talked about' in advertising circles.
ReplyDeleteit's easy to take the piss I know ... so I will ...
ReplyDeletebut the OTT cinema production makes the brand/product seem inaccessible. That's if you hang around long enough to get to the Guinness bit at the end. It doesn't go anywhere - no life beyond the screen.
Unlike the man dancing around the product... I remember practically every bar had some dick doing the dance at the time. Viral pre-viral.
I have watched the new Guinness ad three or four times now and have concluded that the film's biggest failure is that it doesn't resonate emotionally.
ReplyDeleteWith the horses ad, the surfer was a real surfer. He was older than most people you see in a TV ad, he had a lazy eye. I was intrigued by him (I'd like to italicise the word intrigued) because he seemed real.
The swimmer ad was charming, nostalgic and had dramatic tension. Again, the characters appealed because we could identify with them. Or at least their brotherly bond.
What do we connect with here? What resonates emotionally? Certainly not the preposterous, abstract quest to animate something or other. I suspect rugby players and soldiers will like this ad. But they probably drink Guinness anyway.
A: The posties are on strike, the public sector's pay's been frozen, the World is in recession. Great example for Guinness to set on frugal message making.
ReplyDeleteB: To the point, small, fun....although an exact rip off of Medi
These guys could have benefited from a tiny fraction of the $£$£ squillion budget: http://www.realityfootball.org
Why the ever thought it was a good idea to move on from "Good things come to those who wait" is totally beyond me
ReplyDelete