Guinness Anticipation

Another great Guinness commercial – what do you do while your waiting for that perfect pint of Guinness to be poured? Why not dance around to Perez Prado?

Anticipation is an award-winning Irish advertisement launched by Diageo in 1994 to promote Guinness-brand draught stout. The advert, which appeared in print, posters, and cinema and television spots, was produced by Irish advertising agency Arks, was directed by Richie Smyth and starred the relatively unknown Irish actor Joe McKinney. It was the final part of the “Guinness Time” advertising campaign, which had been running in Ireland since the late 1980s.

The piece was hugely successful, increasing Guinness’ sales, market share and brand awareness figures. However, controversy arose following claims of plagiarism raised by British director Mehdi Norowzian, who launched an unsuccessful lawsuit in 1998 seeking remuneration for the use of techniques and style from his 1992 short film Joy. (more…)