New Guinness "Clock" ad in "Made of More" campaign push
January 18, 2013
The GUINNESS® team are delighted to announce the launch of ‘Clock’, the second TV advert within the ‘Made of More™’ campaign. Going live on the brand’s social media channels on 18th January, the new ad will subsequently air on TV and cinema from 24th January. The ad is supported by a significant £5.5m media spend in GB and €4M in Ireland.
The ad, created by advertising agency AMV BBDO and directed by Peter Thwaites from Gorgeous, cements the ‘Made of More™’ campaign via the metaphor of a clock that chooses not to settle for the ordinary but to do more and be more. Set in Eastern Europe in the 1890s, we see the clock control time for the benefit of the town’s inhabitants. First, it speeds up time to help a cobbler through his workload. Next, it turns back time to give a blacksmith a second chance to save his premises. Finally, it suspends time to make precious moments less momentary as a returning army arrives home.
Nick Britton, GUINNESS® Marketing Manager at Diageo, said: “‘Made of More’ is the single biggest GUINNESS® campaign to date, which kicked off in October 2012 with an ad entitled ‘Cloud’. We will continue to invest in GUINNESS® throughout 2013 to drive its point of difference versus other brands in the beer category, and we are confident that this latest instalment will drive even greater affinity with this truly iconic brand.”
Cancer Research UK launches major new brand campaign
December 19, 2012
• Bold, brave new campaign champions research as the only way to beat cancer
• Visually striking attention-grabbing imagery used to demonstrate the power of research in the ongoing fight against cancer
• Integrated campaign to feature TV, radio, outdoor, press, social and digital
CANCER RESEARCH UK is launching a bold new brand campaign on Boxing Day 2012. The integrated campaign will take the charity’s advertising in a new direction, using thought-provoking and visually striking creative executions, highlighting the power of research in bringing forward the day all cancers are beaten. It is the first major advertising campaign Cancer Research UK has carried out since its brand refresh in September 2012, and aims to showcase the importance of its life-saving research; to make its work feel relevant; and to empower people to help beat cancer sooner by supporting the charity.
The integrated campaign will appear across television, radio, press, outdoor and digital, and be supported by a full press, PR and social media strategy from 26 December 2012 until the end of February 2013. Across the range of channels the power of research will be told in different ways – by highlighting the inspiring power of Cancer Research UK’s science, by proving progress made through investment in research across a range of cancers, and by sharing the stories of real people who are alive today because of research as real life proof of its power.
The television campaign will feature two different executions. The first version, launching on Boxing Day, will champion the power of Cancer Research UK’s pioneering research in the ongoing fight against cancer. The second, launching on 3rd January, will showcase the progress we have already made in treating childhood leukaemia and highlighting the fact that one day we will beat all cancers.
The TV ads are the work of award-winning director, Frank Budgen, who working with advertising agency AMV BBDO, has taken the charity’s advertising in a completely new direction. The 60” launch ad introduces the idea that cancer’s ultimate enemy is research, and takes the viewer on a journey engaging with science, demonstrating the power of research in the fight against cancer. The overarching message is one of inspiration; building belief that one day cancer will be beaten and that it’s now cancer’s turn to be afraid.
Frank identified strongly with the key theme of the importance of research in beating cancer. He said: “The opportunity to get involved in this campaign was one I couldn’t pass up. It was a challenge that I really wanted to take on. And, hopefully, we have created a strong campaign that will stand out and engage as many people as possible in the fight against cancer”.
Cancer Research UK has used personal testimonials of people who are alive today because of research to support their radio and press advertising. These simple but impactful real life stories are the proof in demonstrating the power of pioneering research in saving lives. A mix of stories are told, including that of TV presenter and kidney cancer survivor Nicholas Owen, to show that cancer can affect everyone, and ultimately demonstrating that the benefit of research is that more survivors are alive today.
The charity worked with renowned photographer Nadav Kander on the press strand of the campaign. He said: “I very much wanted to be involved with the charity. Cancer is all around us and increasingly so. I felt very connected with the cause and wanted to make authentic portraits of sufferers that show truth and integrity.”
Cancer Research UK has taken a different creative approach with the outdoor strand of the campaign. By using short, powerful, bold statements, alongside attention-grabbing imagery, the charity aims to drive conviction in their work and challenge people’s current perceptions. Messaging will drive belief in the power research has to kill cancer. Outdoor advertising will appear on roadside 6$ and 48$ across the country from 31st December onwards.
The integrated communications campaign will include national and regional PR led by Cancer Research UK’s in-house teams. The social media campaign has been devised and delivered by 33 Seconds, making use of the social platform Pinterest alongside more typical channels Facebook and Twitter. Digital agency Conran will be delivering a full digital campaign that will feature a series of short films showcasing the power of research through different people’s stories. Retained agency Mediacom will manage the media purchasing strategy.
Natasha Hill, Director of Brand and Strategic Marketing at Cancer Research UK said: “This has got to be our boldest and most exciting advertising campaign so far. We’re taking a new approach which we hope will help reignite support for the work we carry out. We’re making progress day by day, but we can’t sit back and relax. One day we will beat all cancers, and we’d like everyone to help us make it sooner.”
Mariachi Doritos are back…and here to stay!
December 10, 2012
Mariachi Doritos will bring the party to the party this Christmas with their Mexican take on East 17’s ‘Stay Another Day’
Today, Doritos is excited to announce that the UK’s favourite Mariachi band, Mariachi Doritos, are back to add a bit of Mexican fun to the festive season with a catchy version of East 17’s Christmas classic, ‘Stay Another Day’. The music video, starring the song’s writer Tony Mortimer, is available for all to enjoy on the Doritos Facebook page as a festive treat.
Mariachi Doritos, stars of Doritos’ ‘For fun…Add a little Mexican’ campaign, brought fun to house parties across the UK this summer by performing their unique renditions of much-loved hits including, ‘Don’t You Want Me’ by Human League and ‘Love Machine’ by Girls Aloud. The band has now joined forces with Mortimer to get consumers in the party spirit. Swapping sunshine and sombreros for snowflakes and puffa jackets, the merry Mexicans have given the music video a festive Mariachi makeover.
The star of the 90s ‘bad boy’ band, Tony Mortimer said: “Mariachi Doritos are great guys. It was really fun collaborating with them and giving our classic song a bit of a Mexican twist!”
Mariachi Doritos lead singer, Roberto Jimenez added: “We loved recording ‘Stay Another Day’ and adding our signature Mariachi sound to it. Hopefully this video will bring a little bit of Mexican fun to everyone this Christmas.”
The spoof music video is the next melodious instalment from Mariachi Doritos on their mission to make parties even better this festive season. Mariachi Doritos and East 17 fans needn’t wait any longer to watch the revamp of the Christmas classic – just head to the Doritos Facebook or YouTube pages to watch it: www.facebook.com/doritos, www.youtube.com/DoritosUK.
What’s more, Mariachi Doritos cover of ‘Stay Another Day’ will be available as a downloadable single from 17th December on iTunes, so you can have a little bit of Mexican fun at the push of a button! All profits will go to Crisis, the national charity for single homeless people in support of their Crisis at Christmas campaign.
AMV BBDO and Heinz get ready for winter
October 3, 2012
AMV BBDO and Heinz today launch a new ad for Heinz Classics Soup to remind people of the comforting warmth a bowl of Heinz Classics Soup can bring as the weather becomes more wintery.
The ad will feature a 60” and a 30” version during selected national programming.
Whilst the imminent return of winter is not something that most people welcome with open arms, there is no better feeling than coming in from the cold and wet weather and warming up over a hot bowl of soup as the rain lashes down outside.
The charming spot, sees a woman who has just experienced the worst of the British winter, arriving at her door, completely soaked through. Once inside her home, she goes through the process of trying to warm herself up from the outside in. She tries a bath, drying her hair with a blow dryer and pulling on layers of warm clothes. Eventually, she sits down to enjoy a delicious, steaming bowl of Heinz Cream of Tomato Soup, and is instantly cheered, and warmed from the inside out, with the wintry weather she experienced finally forgotten.
Heinz Classics Soup is still the nation’s favourite soup brand and has been warming people throughout winter for over 100 years. This latest ad reminds viewers that, as always, it has to be Heinz.
The ‘I Love Winter’ TV campaign is supported radio adverts, which feature celebrity voiceovers. Going live in late October, the radio adverts will run until throughout autumn and winter featuring familiar personalities such as Tom Baker and Caroline Quentin reflecting on their experiences of Heinz Soup. The radio adverts will be tuned to the weather conditions, and up weighted when the temperatures drop.
The campaign will run throughout winter from the 1st October until March.
Guinness to launch "Made of More" Advertising Campaign
October 1, 2012
DIAGEO, owners of GUINNESS®, today announce details of a new multimedia advertising campaign that will run in both Great Britain and Ireland. The new creative campaign reinforces the brand positioning - ‘Made of More’ - and features a TV advert entitled ‘Cloud’, to be exclusively previewed on the UK and Irish Guinness Facebook page on 1st October at 12 noon and then on TV, digital and in cinema from 4th October.
Created by AMV BBDO, the campaign celebrates the attitude shared by the brand and its drinkers – getting more out of life by putting more in. The creative, also features print and digital.
‘Cloud’, the first film, directed by award-winning Peter Thwaites from Gorgeous, was shot on location in South Africa in both Johannesburg and along the Durban coastline. It follows the extraordinary journey of a rather unusual cloud, a metaphor to show the amazing things that can happen when we challenge ourselves to make the most of who we are. The film, which will have 90”, 60” and 30” versions, shows a lone cloud breaking away from a cloudy mass, slowing down, no longer blown along by the elements. The cloud chooses its own path, and floats in from the ocean to explore the city below, no longer a simple cloud but something ‘made of more’.
As the film progresses, the cloud engages with people, places and objects below, seeing itself reflected in mirrored skyscraper, darkening as it approaches the scene of a fierce industrial fire before the dramatic climax. The cloud then gently drifts back, ocean-bound, and gradually merges into a swirling pint of Guinness, before resolving with the new endline Guinness. Made of More.
The campaign will also include Out of Home creative further developing the ‘Made of More’ positioning. Using four extraordinary visuals shot by renowned photographer Nadav Kandar on location at the Olympic National Park, Washington State, they reveal unique creatures which evidently refuse to settle for the ordinary: a woodpecker has sculptured itself an elaborate home, a caterpillar has delicately nibbled out highly detailed scene in a leaf, and a spider has spun an intricate web depicting other insects to tempt its prey. A fourth poster shows a swarm of fireflies that have come together to make the shape of a beautiful chandelier on an overhanging branch.
Nick Britton, GUINNESS Senior Brand Manager, said “We think the new brand creative will resonate with people who are open-minded and alive to opportunity and it will inspire them to never settle for the ordinary. The idea of something being made of more is one that really reflects a shared attitude GUINNESS has with its drinkers who love the distinctive look and taste of GUINNESS and aspire to get the most out of every aspect of their lives. It’s not defined by a single age, class or demographic. GUINNESS has always been synonymous with iconic advertising and this new creative direction for the brand presents great territory to connect with consumers that never settle for the ordinary.”
Executive Creative Director BBDO on Guinness Western Europe, Dave Buchanan, said, "We all have a choice. Many years ago Arthur Guinness chose to transcend the ordinary and produce an extraordinary drink, a drink made of more. Today our cloud bucks the trend. Instead of being blown by the wind it takes its own extraordinary journey; our spider spins an extraordinary web and our woodpecker fashions an extraordinary house.
This campaign is about that choice: Do we settle for the way things are or do we take the bold choice to step up and be made of more? Do we settle for an ordinary drink or do we choose one that is made of more?”
To view the exclusive preview of ‘Cloud’ visit www.facebook.com/guinnessgb