Guinness launches second installment of 'Made of More'.
On Friday (18th January), Guinness launched the second installment of its ‘Made of More’ Marketing campaign with a second TV ad that sees a magic clock being able to fast forward and rewind time. The new ad ‘Clock’ was made available for fans to preview live on www.Guinness.com from noon on Friday before it hit TV. The TV premiere of the ad will be 24th January (Ireland and the UK).
‘Clock’ follows on in the celebration of the Guinness attitude shared by the famous stout and its drinkers – that you get more out of life by putting more in. 'Clock' is set in the Czech Republic in the 1890s and tells the story of a town’s clock that doesn’t settle for the ordinary; the clock starts to control time to enhance the townspeople’s days; either by accelerating time to make a task go faster or reversing time to avoid an unfortunate event and pausing time to allow a precious moment to last longer.
Nick Britton, Guinness Marketing Manager at Diageo, said: “Guinness has a history of iconic advertising and we are really excited about the new advert ‘Clock’ and about giving people the chance to preview ‘Clock’ live online from 12pm on Friday 17th January before it is aired on TV. The extraordinary clock in this advert is Made of More and has the ability to enhance peoples’ lives; we expect the clock to strike a chord with Guinness drinkers who are also Made of More and do not settle for the ordinary and who love the distinctive look and taste of Guinness and our iconic advertising.”
‘Made of More’ is the biggest Guinness Marketing campaign to date and kicked off in October 2012 with an advert entitled ‘Cloud’. The new advert ‘Clock’ has been created by advertising agency AMV BBDO together with renowned Director Peter Thwaites and continues to reinforce the Guinness attitude of never settling for the ordinary via the attitude ‘Made of More’.
The TV advert was created by AMV BBDO, who also created the first advert ‘Cloud’, and featured a total of 162 actors (4 featured actors, 8 walk on actors and 150 extras that made up the town people and the army). The ad was filmed in Český Krumlov, Czech Republic, a city which is best known for its historic architecture. Peter Thwaites previously directed AT&T ‘Birthday’, Martini ‘Luck is an attitude’ and Barclaycard ‘Waterslide’. Thwaites has also won the Directors Guild of America's prestigious Best Commercial Director prize for 2008.