Guinness Asks Customers to Mix Up Ads Before TV Air Date
Guinness’s new “Hands” commercial, produced by agency Abbott Mead Vickers BBDO, won’t hit the airwaves until February 12th. But in a first for Guinness’s owner, Diageo, UK customers will get a “hands”-on experience with the ad creatives beforehand.
“Hands” is part of Guinness’s “Good things come to those who wait” campaign managed by Carat. A microsite for the ad, which was developed by UK firm ichameleon group, goes live on Monday, and will let customers mix together the ad’s film shots and music to make the ad they want to see, and then share the resulting video with friends. Remixed commercials will be posted on the site and users will be able to compare their creations with the professionally-created ad when it airs on the 12th.
“Recent research has shown that Guinness has the highest advertising recall of all beer brands,” said Guinness marketing director Russell Jones according to UK marketing business website mad.co.uk. “We are certain ‘Hands’ will continue to build the reputation that brand has for iconic and original advertising.”
The UK-based BBDO has produced memorable TV segments for Guinness before, including Surfer in 2000, which readers of The Sunday Times voted “the best television commercial of all time.”
Diageo has run campaigns with online components in the US, most notably for the company’s Smirnoff brand, but never before in the UK, according to the Financial Times. The “Hands” campaign will run through March, in time to catch St. Patrick’s Day.
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