Good Things Come to Those Who...... Wait. Guinness 17 Years Later!

‘He waits… That’s what he does… And I’ll tell you what; tick followed tock followed tick followed tock followed tick’ – Jonathan Glazer voices over in the ground shaking Guinness ad

In honor of St Patrick's Day, I think it is appropriate to bring back the classic 1999 Guiness advertisement!

Initial inspiration for this ad apparently came from a pub, where Jonathan Glazer worked out that it takes 120 seconds to pour a pint of Guinness and wait for it to perfectly settle. Staying with this water theme, Glazer draws the parallels between the wait for a Guinness and the idea of a surfer waiting for the perfect wave. The iconic ad was born and good things do come to those who… Because this award winning spot is still common and host brand awareness in the forefront of peoples minds.

So did it work? The short minute of ad was one of the most encapsulating and enthralling ever produced, impossible not to watch to find the outcome of the storyline, a tightly knit tapestry of myth, fact, and academically drawn connections between them. It was composed of quick-paced cuts and mixed footage, teasing the eye and brain, although this was not something most would have been consciously aware of. It went beyond the norms, the requirements of ads

The success of this ad classic has brought on a new generation of impersonators as BrewDog leverages this add in the launch of their new craft stout, Jet Black Heart. Parody advertising is a bold strategy but there is a serious message expressed in the BrewDog ad which is that the craft brewer’s approach to brewing is to invest in the product, not the advertising. As result the spot features a pantomime horse and a wave machine rather than the CGI stylings of its inspiration.

#StPatricksDay #Guiness #SurfAd #BrewDog #JonathanGlazer #HeWaits #GoodThingsComeToThoseWho #Parody #Horses #Commercial #JacobPelkey