The fascinating story behind the tagline is something to be aware of. The then Guinness advertising team and creatives went around nearby pubs and asked punters the reason behind them drinking Guinness beers. It was interesting to note that 9 out of 10 answers from people were identical as they said “Guinness is good for you”. This was how the slogan for their first ever newspaper advert was born. This slogan was a hit and is still considered as one of the Guinness classic advertisements ever came out.
Guinness for Strength
This was one of John Gilroy’s classics, a polymoth of the painting world. Gilroy brought life to Guinness campaigns from 1928 to 1960s. Guinness for strength advert campaign was published in 1930 and was one of Gilroy’s masterpieces and his personal favorite.
This famous Girder poster as part of the Guinness for Strength campaign depicted ridiculous strength to men performing high voltage feats of work with the help of Guinness. This campaign was inspiring men to have a pint of Guinness before performing any high intensity work and history says it truly worked out. The campaign showcased Guinness as an energy drink and a strength booster at the same time.
Lovely Day for a Guinness
This was one of the most famous and iconic Guinness ads ever. This also was the first time Guinness introduced the famous Guinness Toucans to the world. Toucans are recognized as synonymous to the Guinness brand just like the harp on its label. A smiling toucan balancing a Guinness pint on its giant beak is a classic Guinness character and loved by Guinness lovers around the globe. This was inspired by this famous ‘lovely day for a Guinness’ campaign where you can see a group of toucans flying past two policemen with 2 Guinness pint glasses perfectly balanced to its beak. This classic avert was another Gilroy masterpiece which was first featured in 1935 from his own zoo animal series.
Surfer was a game changer for Guinness creative advertising. As the name suggests, surfer commercials produced a wave of creativity among the audience and gave a new look into the creative side of Guinness. This was an integrated advertising campaign launched by Guinness in the year of 1999 to promote Guinness-brand draught stout in the UK. This was a 60 seconds long advert that centred on a Polynesian surfer taking on a gigantic wave with ease. AMV BBDO advertising agency created this ingenious advert which was filled with visual effects never seen before on British TV advertising. Filmmaker Jonathan Glazer directed Surfer and for authenticity, Glazer used real-life waves in Hawaii with a local surfer instead of a practiced actor or model.
Surfer was an authentic commercial directed by Glazer for Guinness depicting the story of a man waiting for the perfect wave. It was one of the most talked about commercials during the time and also bagged a Cannes Gold Lion, two gold pencils at the Design of Art Directors Association awards along with several Clio awards.
Curious for more?
If you are curious to know more about the other creative campaigns and advertisements they have done in the past, you can book a Guinness Storehouse tour. This will give you a great opportunity to make a journey through 80 years of groundbreaking creative campaigns. Make sure you read all the covid regulations before booking or visiting the store.