Guinness have launched their most expensive ad yet costing a cool £10 million.
The latest in the series of ‘Good Things Come to Those Who Wait’ ads, ‘Tipping Point’ from AMV BBDO is the most complex and expensive to produce Guinness advertisement ever.
Aiming to capture a celebration of community, the ad sees hundreds of villagers come together to create the ultimate domino effect, featuring 6,000 iconic black and white dominoes, alongside thousands of unexpected toppling objects.
It has been directed by Nicolai Fuglsig of Sony Bravia ‘Balls’ fame and shot in an Argentinean mountainside village.
The locals hold their breath as the first domino is tipped, beginning an intricate domino cascade. The chain reaction takes hold and books begin to fall, causing cascading crates and suitcases, oil drums are overturned, fridges fall and even cars tumble over in a precision course that weaves its way though the narrow, cobble stoned streets.
The trail successfully crescendos with book pages dramatically flipping open to create a giant pint of Guinness, complete with a pause to represent the famous two-part pour.
Marketing Manager for Guinness at Diageo Great Britain, Paul Cornell, said the ad was fundamentally a celebration of community.
He added, “It shows an entire village coming together to create an awe-inspiring spectacle of toppling objects.
“The villagers’ excitement and expectancy followed by celebration, as they run to see the trail successfully complete, reflects the sense of anticipation and reward that Guinness drinkers have as they wait for the famous two part pour to settle.”
The ad was initially ‘buried’ on the internet, urging users to follow a series of clues to find it.
Launched on TV last night, 30, 60 and 90 second executions have been created. It will screen in cinema from November 9, 2007 as well as online.
The new ad is being supported with an online challenge called ‘La Fiesta De Toppling’. Character, Juan Ramon (the fictional mayor of the Argentinean village where “Tipping Point” is set) leads the hunt to complete eleven interlinked tasks.
As the code begins to crack, the journey winds through the virtual world, where players meet Ramon’s friends and acquaintances from his village along the way. The codecracker will win solid gold dominoes.
Director Nicolai Fuglsig added, “Shooting this was the biggest challenge of my career to date. It was a really tough job - from the remote high altitude location to having to frequently reset thousands of props, as well as working with hundreds of villagers that had absolutely no understanding of acting or film making – nothing was easy.
“Despite all the challenges, the cast was fantastic and it was a really amazing experience.”
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