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New Guinness ad set to clock up sales

Guinness, the UK’s No.1 stout from Diageo, has launched the second instalment of its ‘Made of More’ advertising campaign, which is supported by a £5.5m media spend.

The new advert, created by AMV BBDO, went live on January 24 with a 60sec and 30sec creative that cements the new Guinness brand positioning – that it is ‘Made of More’. The advert continues to reinforce the Guinness attitude of never settling for the ordinary, and does so via the metaphor of a clock that chooses this attitude, and as a result is Made of More.

Nick Britton, Guinness marketing manager at Diageo, said: “‘Made of More’ is the single biggest Guinness campaign to date, which kicked off in October 2012 with an advert entitled ‘Cloud’. We will continue to invest in Guinness throughout 2013 to drive its point of difference versus other brands in the beer category, and we are confident that this latest instalment will drive even greater affinity with this iconic brand.”

The film celebrates the attitude that you get more out of life by putting more in.  ‘Clock’, directed by award-winning Peter Thwaites from Gorgeous, is set in Bohemia in the 1890s and tells the story of a town’s clock that doesn’t settle for the ordinary.  The clock influences time to enhance the townspeoples’ days; either by accelerating time for a boring task to go faster, reversing time to avoid an unfortunate event or pausing time to allow a precious moment to last longer.

As the film progresses, the clock engages with the townspeople – before coming to a close and gradually merging the clock’s face into the top of a pint of Guinness.  The film finishes with the end line: ‘Guinness. Made of More’.


13 March 2013 - Felicity Murray