It has been well documented that, during tough times, a large dose of nostalgia-based advertising not only brings succour to the masses, it can also boost sales, although, as Decision Marketing reported earlier this week, the strategy is not without its dangers.
Enter a new campaign from Guinness; a modern nod to the 1994 “Dancing Man” ad, conceived by Irish ad agency Arks (which eventually became Euro RSCG) and starring Irish actor Joe McKinney.
However, in “Dancing Can”, developed by AMV BBDO, McKinney is replaced by a “dancing” Nitrosurge can and device, which uses ultrasonic technology to deliver a smooth pint of the black stuff at home.
The 30-second film is directed by Johnny Kelly and produced by BAFTA-winning Nexus Studios and was shot using a blend of live-action and stop-motion techniques and once again set to the Guaglione track by Perez Prado.
Designed to celebrate the quality and cheer of enjoying the perfect pour at home, while highlighting the charm and innovation of the product, the campaign will run across Britain on TV, online, and social platforms in various formats, including 30, 20, 15, and 6-second versions, ensuring widespread reach.
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.”
The AMV BBDO creative team behind the campaign, Anzhela Hayrabedyan and Luca Grosso, added: “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.”
So, what is the consensus around the Decision Marketing office?
Well, as we are all of a certain age, we can remember the Dancing Man and Guaglione, too. Whether it is because, 30 years ago, we were still in the flush of youth, we can’t be sure, but we all remember it fondly as one of the classic ads of the time. And, a quick revisit proves it has stood the test of time; whether we will be saying the same about this one is another matter.
OK, it’s got the tune, the stop motion and the humour but it just lacks some of the joy – as well as all of the human charm – of the original. Still, it could be argued our opinion is irrelevant. After all, we prefer craft ales and strong lager!
Decision Marketing Adometer: A ‘ black to the future’ 7½ out of 10
