Drink Responsibly: Guinness Targets Phone Addicts in Latest Print Ad

guinnessA few years ago while I was still in college, my male friends started playing the phone stacking game. At the beginning of a meal or dinner, everyone would relinquish their smartphones and it would be stacked up in the middle fo the table, the first person to use their phone would be responsible for the tab of the meal or drinks. The most telling aspect of the game? It’s usually the same person who reaches first.

Since then, the stacking game has become fairly popular – so popular, you’ll see people using very tall stacks of phones as bragging rights. It’s also big enough to be used as marketing media – like this Guinness beer ad that features a phone stack in the shape of the classic Guinness glass.

The Drink Responsibly campaign, up to this point, has been mostly about driving under the influence, but now, it’s taken on a new turn to focus on the smartphone.

They’re not the first company to discourage phone activities. A Kit-Kat campaign in the UK served up No Wi-Fi benches where patrons can sit down, take a break, and eat some chocolate without phone interruptions. Reportedly just a marketing gimmick, the signal jamming was never proven to be functional – plus, it’s actually illegal to do so in the UK.