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31 January 2019

Clear Statement

by Syd Briscoe

Guinness: “Clear” - 30s

Guinness make the bold step of announcing a brand new incarnation with their latest campaign: Guinness Clear. Much like Pepsi in the 90s, the stout have decided see-through is the new black... or have they?

All the familiar beer ad tropes are hit here, as punters slurp down refreshing pints and brewers examine the fruits of their labour while a voice whispers the name of the product wistfully in the background. There's even the iconic drop falling onto the, er, head of a pint.

The reveal won't come as too much of a surprise, but it does make a bold statement in a market where most alcohol brands tack on a 'drink responsibly' super and call it a day. By doing the exact opposite of showing off their product, Guinness have made themselves stand out from the crowd... and it's cleverly done.

Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative Director: Nicholas Hulley / Nadja Lossgott
Creative: Tim Riley / Zak Loney
Account Team: Nick Andrew / Laura Hale / Mags Houston
Business Team: Maxine Thompson
Planner: David Edwards
Agency Producer: Miles Nathan
Film Production: MJZ Ⓟ Ⓦ
Editor: Russell Icke Ⓦ @ Whitehouse Post Ⓟ
Post Production: The Mill Ⓟ Ⓦ
Sound Designer: Joe Wilkinson @ String and Tins Ⓟ Ⓦ

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