Top Notch Guinness Adverts Through History - From the Iconic Toucan to the Melodic Beer Mug
Guinness, the iconic Irish stout, has a rich history that extends beyond its 1759 founding. Over the years, the brand has consistently pushed creative boundaries, crafting some of the most memorable and culturally significant advertising campaigns in history.
In 1955, the Zookeeper advertisement made its debut, marking one of the first TV ads in the UK. This advertisement translated a successful print campaign into the new medium of television, setting a precedent for future Guinness ads.
Fast forward to the 1960s, and we find the After Work: Shipyard advertisement, one of the earliest examples of data-driven advertising. Drawing inspiration from Walter Crane's 1893 painting Neptune's Horses and loosely inspired by Herman Melville's Moby Dick, this advertisement tapped into a timeless narrative, resonating with audiences.
The 1970s saw the creation of arguably the most culturally significant TV ad ever created in Ireland - The Island. This advertisement, produced in 1977, remains a testament to Guinness's ability to capture the essence of its brand and connect with its audience.
In the 1980s, the Pure Genius campaign was conceptualized. Leveraging striking visual metaphors and intelligent design, this campaign positioned Guinness as a sophisticated, premium product.
The Guinness Zoo campaign, launched in the 1930s and reimagined by AMV BBDO in 2021, represented a perfectly timed emotional response to the reopening of venues after COVID-19 lockdowns. The advertisement, which won the Thinkboxes award for TV Creativity, tapped into collective feelings of longing and relief after a year of social distancing and closed venues.
The Swimback advertisement, created in 1998 by Abbott Mead Vickers BBDO, was part of the 'Good Things Come to Those Who Wait' campaign. Directed by Jonathan Glazer, Swimback was shot in Monopoli, Italy, using local villagers for authenticity in the crowd scenes. The advertisement, which garnered numerous industry awards, tells the story of an ageing local sports hero's annual swimming race, with a heart-warming twist.
The Surfer advertisement, released in 1999 as part of the 'Good Things Come to Those Who Wait' campaign, is widely regarded as one of the greatest commercials ever created. Shot in Hawaii over a nine-day period, the Surfer depicts a group of surfers waiting for the perfect wave. The Surfer won more accolades than any other commercial that year, including prestigious Clio Awards, D&AD Awards, and Cannes Lions.
In 2007, Tipping Point was launched, Guinness's most ambitious and technically complex advertisement to date. Created by AMV BBDO and directed by Nicolai Fugslig, Tipping Point featured an extraordinary domino effect starting with 6,000 dominoes and escalating to include books, paint cans, tyres, flaming hay bales, fridges, suitcases, and even cars.
Fast forward to 2023, and Guinness has introduced its new 0% drink, Guinness 0.0. The Holding out for a ZERO campaign, launched in 2023, promotes this new product. The campaign launched for St. Patrick's Day and featured animated pints of Guinness 0.0 singing along to Bonnie Tyler's classic hit 'Holding Out for a Hero'.
Throughout its history, Guinness has maintained a black and white visual signature that is instantly recognizable worldwide. The marketing and communications agency responsible for the 2016 redesign of the Guinness logo was founded in 2007. The Guinness logo, crafted by Design Bridge (now Design Bridge and Partners) in 2016, was designed to keep existing fans happy.
From the 1930s Guinness Zoo campaign, which established the toucan as a prominent Guinness symbol, to the most recent Holding out for a ZERO campaign, Guinness continues to push creative boundaries and connect with its audience in meaningful ways.
