“Most of its work is generated for a European, English, and Irish market - so those who take drinking the beer seriously, but not the brand, if you know what I mean,” says Chowles. Some of this also has to do with where its main target market is. “Guinness has always taken a slightly intellectual view,” agrees Ross Chowles, Michigan State University professor of practice in the Department of Advertising and Public Relations. The brand had to be savvier, even turn on the charm. Historically, it hasn’t been so easy to sell drinkers on a black beer, Andrew says. JWT’s award-winning 1976 spot, “ Black Pot,” extolled the pleasure of “slowly putting away the black,” meaning both a Guinness and the final ball in a snooker frame. Allen, Brady & Marsh’s 1983 “Guinness isn’t good for you” nodded cheekily to the modern regulatory condemnation of the brand’s 1930s “Guinness is good for you” Benson campaign. The brand’s long-running “Pure Genius” series in the ‘80s and ‘90s featured “Blade Runner’s” Rutger Hauer dispensing cryptic isms (“It’s not easy being a dolphin”) while sipping a Guinness.

Guinness had a long history of boundary-pushing advertising before AMV BBDO won the account from Ogilvy & Mather in January 1998. But it would influence nearly every piece of innovative advertising that’s debuted since. That it arrived at the apex of TV advertising’s deep-pocketed golden age - which gave us such cinematic delights as Playstation’s “ Double Life” and Apple’s “ Here’s to the Crazy Ones” - begs the question of whether it would break through were it released in today’s fragmented, omnichannel era of infinite streaming services and social media platforms that favor endless scrolling. Like most creative works residing in the annals of legend, the story of how “Surfer” got made involves risk, several leaps of faith, and a sprinkling of physical danger.

It’s also a f*cking nightmare because every ad since has had to be as good as that one.” “In terms of Guinness being associated with storytelling, with craft and creativity, ‘Surfer’ kind of reimagined what that could look like,” says Nick Andrew, managing partner who oversees Guinness at London-based agency AMV BBDO, which produced “Surfer.” “The legacy speaks for itself. Every choice, from the casting of a Polynesian longboard surfer as the hero to the excerpts from Herman Melville’s novel “Moby Dick,” read aloud by actor Louis Mellis, to the silences juxtaposed with the relentless bass line of Leftfield’s “Phat Planet,” comes together in a timeless vignette that inspires, that appeals to our higher humanity and need for community, that has soul. Yet “Surfer” looms larger, like a piece of great cinema distilled into a few seconds. The popular TikTok star Charli D’Amelio even participated in this trendy dance and led to millions of users doing the same.Sure, Diageo’s 1999 ad exists to sell us beer, one that by its own design requires we wait a few minutes longer than the standard draft order. One of the most popular TikTok trends of 2022 was “the Box,” which uses Roddy Rich’s song to create a simple and fun dance users worldwide enjoyed and tried. As one of the most popular TikTok categories, many of the most famous TikTok stars have used to #DanceTok to gain fame. The inclusivity aspect of this category allows for users to connect to professional dancers to everyday people. This category is one of the most popular because of its friendly and inclusive factors.įrom basic foot-shuffling to highly choreographed routines, the dance category is full of fresh content that millions of users are constantly re-creating, stitching, and dueting. Influencers use the most trendy songs to choreograph dances that are often recreated by people all over the world. Since the app first launched, #DanceTok has been one of the most popular categories on the platform.

Tick tock things