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Editor’s Pick. Guinness ‘Bring it to Life’ advert

Agency: AMV BBDO

Client: Guinness

Guinness are bringing a world to life in an epic new ad which is part of the new ‘Bring it to Life’ marketing campaign.

In a move away from the iconic ‘Good Things Come to Those Who Wait’, the ‘World’ ad sees a group of guys come together to bring a world to life in a creative parallel to the famous surge and settle motion of a pint of Guinness and the way it comes alive in front of your eyes when poured at home or in a pub.

The ad was the brand’s most challenging shoot to date marking it out as a pioneer in advertising in high definition.

Taking on the extreme challenge of creating this parallel universe, Director Johnny Green recruited an elite team including Oscar winning set designer (for 'Lord of the Rings, The Return of the King') Grant Major and Oscar nominated Director of Photography (for 'The Dark Knight') Wally Pfister.

“This was one of the toughest and most exciting shoots I have worked on.  The locations were so remote and extreme that it took days to even get to the site," added Green. 

"From high altitudes to underwater shoots, freezing temperatures of -30 combined with the burning glare of the sun off of the snow, every element brought its own unique challenge."

Marketing Manager for Guinness, Paul Cornell added that the brand had  wanted to create “a truly amazing campaign” which would “graphically illustrate the life, energy and passion of the brand.”

World will run as 90, 60, 30 and 20 seconds ads on TV as well as in cinema, online and print.

To further celebrate the release of the new ‘World’ ad, the makers of Guninnes have teamed up with Google Earth to develop a unique online experience allowing fans to bring an imaginary planet to life.

Through the Google Earth application, users will be able to choose an area of land and create their own bespoke terrain. ‘Guinness World’ will come to life in late November, but in the meantime fans can stake their claim and reserve a plot of land by visiting

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