Guinness

Diageo's 1999 Guinness ad exists to sell us beer, one that by its own design requires we wait a few minutes longer than the standard order.

“Marketers always make the mistake of wanting everybody to love them,” Chowles says. “We were on a journey with the client to get them to make the plunge.” “I try to talk to my students about the storytelling and drama that happens through great editing.” Finding the perfect wave (what Rusty Keaulana referred to as the ad’s “biggest character,” in a 2018 “Peter was literally trying to be inside their heads, like they’re celebrating and they can’t hear each other, but it ended up being another reason the ad stood out.” The team had Glazer in mind all along to direct “Surfer,” knowing full well how gutsy it was to make the leap from a charming tale to abstract, grayscale followup inspired by a Neo-Romantic painting depicting great, curling waves made of white steeds. [Double Life](https://www.youtube.com/watch?v=ZAiOcFaUOcI)” and Apple’s “ [Here’s to the Crazy Ones](https://www.youtube.com/watch?v=tjgtLSHhTPg)” — 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. The agency recruited director Jonathan Glazer to create “Swim Black,” which debuted in 1998 to wide acclaim. [series](https://www.youtube.com/watch?v=oIXmHMLPmiM) 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. “They’re treating the viewer as if they’re on a journey, they have intellect, a level of taste; whereas with American beer everything is either made jokey or it’s all Super Bowl and very proud.” “Given that that could be perceived as negative, the thought was, ‘good things come to those who wait’ — leaning into something that, hitherto, the brand had struggled with.” We don’t even glimpse the product till the last few seconds beneath the phrase, “Good things come to those who…”