Guinness:::Cue

"Brands are forever striving to go one-bigger or one-better than their competitors in an effort to get attention but the subtle sophistication of this campaign from old-timer Guinness is what makes it noteworthy."

Pints can pop up in the funniest of places, usually your hand on a Friday night, more often than not with a pool cue resting in the other. But with its latest piece of ambient advertising Guinness had cut out the middle man – that is, you – and put the pint onto the pool cue.

Guinness has built a deserved reputation over the past decade or so for creating big-budget memorable ads, but with this latest stunt it has taken its advertising in the opposite direction. This campaign is more in-keeping with the Guinness hats seen out on the streets on St. Patrick’s day, albeit a more subtle, sophisticated vision.

Designed by Chicago-based communications agency, Tank, the Guinness pool cue has the tip of a traditional cue replaced with a miniature version of the iconic black and white pint: the black becoming part of the neck, the white, the hair tip. The stylish photography of a low-key pool game, reinforces Guinness’ core brand identity and targets its predominantly male demographic.

The campaign, only just launched, is already gaining significant exposure online.

BRAND:Guinness

BRAND OWNER:Diageo

CATEGORY:Drinks (alcoholic)

REGION:USA

DATE:Sep 2009

AGENCY:Tank

MEDIA CHANNEL