Guinness mines rich history for campaign inspiration
Guinness’ ‘LoVely’ from AMV BBDO finds a new idea hidden inside an old one, leaving the product to do the talking.
Guinness’ ads fall back on heritage, simplicity and the importance of anticipation. In its latest campaign, all three are present: essentially, the harp becomes a "V" inside the word "Lovely": a word which has featured in Guinness ads before.
It works because consumers don’t want Guinness to undergo an elaborate Jaguar-rethink. What made Guinness iconic remains: the pint silhouette, black-and-cream colour palette, and the harp.
The thinking aligns with Guinness’ recent advertising bent, most recently with Uncommon, who also leaned into the brand’s core values and aesthetic. In fact, Uncommon’s work was (almost impossibly) even more succinct than AMV BBDO’s, forgoing any logos or copy, like its BA ads.
Recent precedent
Guinness’ vintage ads, of course, have enjoyed widespread acclaim and a place on university walls worldwide. But we reckon its more recent efforts deserve an outing to point to the cryogenic encapsulation of its heritage.
BBDO’s ‘Lovely Day For A Guinness’ celebrated football fandom using rituals and community rather than product features. The slow pace, cinematic filming and Irish pedigree really help this one stand out.
‘Pints of View’, meanwhile, was a little more upbeat, but like the Uncommon work, reduced the brand almost entirely to the shape of a pint.
Of course, the consistency behind Guinness’ ads is what helps them work universally. There’s no hard sell, just gentle reminders of the product’s appeal, enhanced by a sense of earned nostalgia and minimal messaging.
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