| Title | Don't Jinx It |
| Agency | AMV BBDO |
| Campaign | Don't Jinx It |
| Advertiser | AB Inbev |
| Brand | Guinness |
| Posted | September 2023 |
| Business Sector | Beers, Ciders, Lagers |
| Story | The TV ad that kicks off the campaign was shot in sports-documentary style, with Ireland fans being interviewed about their hopes for the year ahead and their reflections on previous disappointments. With Ronan Keating’s “When You Say Nothing At All” playing throughout, it begins with a couple in a pub arguing over whether saying ‘Ireland was going to w*n’ cost the team a championship title once. In another one, colleagues in a local cafe persuade themselves that a few games will offer more than enough excitement. |
| Philosophy | The new integrated campaign was inspired by a universal truth about being a fan: the feeling that your actions directly affect your team’s performance. It’s particularly true for Ireland fans this year, as they balance the excitement and expectation that comes with being the top ranked side. Through social listening, GUINNESS and AMV have identified that Irish fans’ worry that any overconfidence is going to come back to bite them. So, the creative work plays with the natural caution and self-deprecation of Irish fans by reminding, that allowing themselves to say what they could win can in fact cost their teams’ result. Whatever you do, don’t say Ireland is going to w*n. Or better, Don’t Jinx It. |
| Problem | As proud sponsors of the Irish Rugby Football Union, the brand plays with the natural caution and self-deprecation of Irish fans when thinking about their team’s chances in the 2023 season |
| Media Type | Television |
| Length | |
| Production Company | Biscuit Filmworks UK |
| Creative Director | Nicholas Hulley |
| Agency Account Team | Nick Andrew |
| Agency Account Team | Elana Murphy |
| Agency Account Team | Harry Frohlich |
| Agency Producer | Nick Godden |
| Media Agency | Remind-PHD |
| Director | James Rouse |
| Production Company Producer | Benji Howell |
| Post Production | WE ARE COVERT |
| Sound | Factory Studios |
| Audio Post | Mark Hills |
| Photographer | LINDA BROWNLEE |
| Advertising Manager | Alan McAleenan |
| Advertising Manager | Anne Zahan |
| Advertising Manager | Lauren McKay |
| Chief Creative Officer | Nicholas Hulley |
| Chief Creative Officer | Nadja Lossgott |
| Creative Team | Will Brookwell |
| Creative Team | Louis Prenaud |
| Account Planner | Joe Smith |
| Assistant Agency Producer | Kieran O’Malley |