Guinness ‘Clock’ Ad in ‘Made of More’ Campaign

18/01/2013

AMV BBDO

Advertising Agency

London, UK

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18/01/2013

Follow on spot from AMV BBDO

The GUINNESS® team are delighted to announce the launch of ‘Clock’, the second TV advert within the ‘Made of More™’ campaign. Going live on the brand’s social media channels on 18th January, the new ad will subsequently air on TV and cinema from 24th January. The ad is supported by a significant £5.5m media spend in GB and €4M in Ireland.

The ad, created by advertising agency AMV BBDO and directed by Peter Thwaites from Gorgeous, cements the ‘Made of More™’ campaign via the metaphor of a clock that chooses not to settle for the ordinary but to do more and be more. Set in Eastern Europe in the 1890s, we see the clock control time for the benefit of the town’s inhabitants. First, it speeds up time to help a cobbler through his workload. Next, it turns back time to give a blacksmith a second chance to save his premises. Finally, it suspends time to make precious moments less momentary as a returning army arrives home.

Nick Britton, GUINNESS® Marketing Manager at Diageo, said: “‘Made of More’ is the single biggest GUINNESS® campaign to date, which kicked off in October 2012 with an ad entitled ‘Cloud’. We will continue to invest in GUINNESS® throughout 2013 to drive its point of difference versus other brands in the beer category, and we are confident that this latest instalment will drive even greater affinity with this truly iconic brand.”

Credits

Creative Agency: AMV BBDO

Creative Director: Dave Buchanan - Guinness ECD

Copywriter: TV: Alex Grieve

Art Director: TV: Adrian Rossi

Agency Planner: Senior planner: Tom White

Agency Account Man: MP: Michael Pring

BAD: Crispin Butler

AD: Amber Glenister

AM: Paddy Heaney

TV Producer: Olly Chapman

(Assistant: Holly Pienaar)