BBDO Bottles Guinness Draught

NEW YORK A new animated Guinness spot imagines a world in which the same brew masters who brought us Guinness Draught in a bottle also created sliced bread.The 30-second TV spot, which broke last week and is running on network and cable stations, was created by BBDO in New York. It touts the Guinness Draught in Bottles product. In the commercial, two men with black-and-white photographic faces, suits and lab coats, discuss Guinness' Draught in Bottles. Their mouths move but little else about their bodies does. The background is a picture of a brewery. One asks the other why he is holding a bottle. "I have found a way to fill it with authentic Guinness Draught," the first man proclaims."Can you drink it straight from the bottle no matter where you are?" asks the second man. "Drink beer straight from a bottle? Brilliant!" The first man goes on to say that he has invented a machine that slices bread. "Brilliant!" the second man replies.The spot was created to clear up any confusion people might have about the year-old product from the Stamford, Conn., company, which includes a nitrogen cartridge to give the beer an authentic draught feel."Guinness wanted to do a campaign to make sure people knew you could drink [the beer] right out of the bottle," said creative director and copywriter Gerry Graf.That led Graf and art director Joel Rodriguez to the concept of showing brew masters being amazed that they could put beer in bottles. Production company Moo Studios in Burbank, Calif., created the art that has a vintage Cheers opening credits feel, according to Graf, with some Monty Python and South Park thrown in as well. Shaun Sewter of Moo Studios directed the spot."We liked using vintage shots because they gave the brew masters that kind of Guinness old world charm," Graf said.Three more commercials in the campaign, including one where a brew master invents a bottle opener and a responsible drinking spot, begin breaking in mid-November.Previous TV and print work featured bottle openers in unexpected locations. One print piece pictured a shower with a bottle opener fastened between the water faucets. In another ad, an opener is attached to an office cubicle divider. "Now enjoy Guinness anywhere" was the theme line.Guinness spent about $5 million on Guinness Draught advertising and $8 million on Guinness Beer advertising in 2002, according to TNS Media Intelligence/CMR.

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BBDO Bottles Guinness Draught

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