Lost in the Black Stuff

Long long ago, when politicians always told the truth about the pounds in our pockets, I started spending my paper-round money in public houses. Guinness was my drink of choice. Sometimes with a dash of blackcurrant to sweeten it for my youthful taste, sometimes without. My mother didn’t approve of adolescent drinking, but she made some accommodation for the well-advertised fact that ‘Guinness is Good for You’.

I have been a big fan of Guinness advertising ever since. ‘Big Wave’, ‘Surfer’ and ‘Noitulove’ are classic film shorts in their own right. And as a short film, I love the new spot “bring it to life”. The photography is superb, and recognisably Guinness. http://www.campaignlive.co.uk/theWork/news/964790/Guinness-bring-life-AMV-BBDO/

However, I am worried that Guinness’ marketers, or their advertising advisers, are losing the plot. I am at a loss to understand the film’s relevance to the product or the company. Arthur Guinness didn’t create the world, plant forests or fields. Ireland was already pretty green when he created Guinness. And if it is suggesting the Guinness drinkers will magically acquire god-like powers then it is in much greater risk of over-promising than the 1970s Smirnoff adverts.