Guinness’ new ad stars a joyous dancing can, which highlights how the Guinness Nitrosurge device allows consumers to enjoy a perfect pour at home.
Created by AMV BBDO, the advert is set to the sound of Perez Prado’s lively Guaglione track in a nod to Guinness’ iconic 1994 Dancing Man advert.
The 30-second hero film, which is directed by Johnny Kelly and produced by Bafta-winning Nexus studios, was shot using live-action and stop motion techniques just as in the original 1994 ad.
The film shows how the device is activated by clipping on to the top of a Guinness Nitrosurge can before pressing the button and pouring.
AMV BBDO creatives Anzhela Hayrabedyan and Luca Grosso said: “Whether it’s a person or a can, 30 years later, the excitement and joy of watching the liquid settle into the perfect pint of Guinness still rings true. The unique charm and craft of stop-frame animation was the answer to bring this emotion to life.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The campaign will run across Great Britain on TV and online, with social spots including 30-second, 20-second, 15-second and 6-second versions.
Guinness GB marketing director Anna Macdonald said: “We wanted to translate the excitement and desirability of the Nitrosurge device, that gives Guinness fans an enhanced pouring experience which delivers beautiful, great tasting Guinness, every time. It’s a true celebration of innovation, in a fun and engaging way.”
Nexus studios director Johnny Kelly added: “The original ‘Dancing Man’ video is one of my all-time favourite pieces of advertising, so it was a complete pleasure and terror to dance in its footprints. But I think our animator answered that conclusively. Our Guinness Can has moves I could only dream of.”
