When it comes to memorable advertising, few brands have captured hearts and imaginations quite like Guinness. Over the years, Guinness adverts have become renowned not just for promoting a world-famous stout, but for setting new standards in storytelling, cinematography, and emotional resonance.
In this article, we’ll dive into the history of the Guinness advert, explore some of the most iconic campaigns, and explain why Guinness commercials are still considered some of the best ever made.
What Is the Guinness Advert?
The Guinness advert refers to the series of marketing campaigns created to promote Guinness beer, a rich Irish stout known worldwide. But Guinness adverts are not just commercials — they are cinematic experiences that tell deep, creative, and emotionally charged stories.
Famous tagline:”Good things come to those who wait.”
This line perfectly captures the patience needed to pour the perfect pint — and has shaped Guinness’s marketing identity since the 1990s.
Most Iconic Guinness Adverts
Here’s a closer look at some of the most celebrated Guinness commercials:
Surfer (1999)
- Director: Jonathan Glazer
- Story: A group of surfers waits for the perfect wave, symbolizing patience and reward.
- Impact:
Voted one of the greatest TV adverts of all time by multiple polls.
Known for its stunning black-and-white visuals and unforgettable horses-in-the-waves imagery.
NoitulovE (2005)
- Concept: Evolution runs backward in a high-energy sequence that finishes with humans enjoying a pint of Guinness.
- Awards: Multiple international advertising awards for creativity and execution.
The Clock (2000)
- Theme: A town where time moves backward to emphasize the joy of anticipation and patience.
Made of More Campaigns (2012–Present)
- Celebrating extraordinary human spirit and resilience — showcasing rugby players, wheelchair basketball games, and inspiring individual stories.
Guinness Clear (2019)
- A humorous ad promoting drinking water between points during a night out — part of responsible drinking campaigns.
Each Guinness advert combines emotional storytelling, cinematic visuals, and brand values to leave a lasting impression.
Why Guinness Adverts Stand Out
FeatureWhy It MattersEmotional StorytellingAppeals to deeper human emotionsCinematic QualityHigh production value feels like short filmsStrong MessagingFocus on patience, strength, and resilienceBrand ConsistencyReinforces Guinness’s premium, timeless imageCreative Risk-TakingAlways pushing the boundaries of traditional adsGuinness ads rarely focus directly on the product itself — they focus on experience, feeling, and human values, which resonates with audiences on a deeper level.
Guinness and Advertising History
Guinness has a long tradition of innovative advertising, starting as early as the 1920s:
- Vintage Posters: Slogans like “Guinness is Good for You” became iconic.
- Animal Mascots: Toucans, kangaroos, and ostriches featured in whimsical vintage ads.
- Modern Cinematics: By the late 20th century, Guinness shifted toward story-driven TV commercials, leading the industry in artistic ads.
Today, Guinness continues to blend tradition with innovation, maintaining its place as a global leader in brand storytelling.
Conclusion
The Guinness advert legacy is a testament to the power of great storytelling in marketing. By prioritizing emotion over hard selling, Guinness created commercials that don’t just sell beer — they inspire, captivate, and endure across generations.
From surfers riding mythical waves to people celebrating resilience, Guinness adverts remind us that good things truly come to those who wait — and that great advertising will always find a way into the collective memory.
FAQs
1. What is the most famous Guinness advert?
The “Surfer” advert from 1999 is widely considered the most iconic Guinness commercial, known for its black-and-white imagery and emotional impact.
2. Who created the Guinness Surfer advert?
The Surfer ad was directed by Jonathan Glazer and produced by advertising agency Abbott Mead Vickers BBDO.
3. What does the Guinness slogan “Good things come to those who wait” mean?
It emphasizes the patience needed for pouring a perfect pint of Guinness and reflects broader themes of reward through perseverance.
4. What is the “Made of More” Guinness campaign?
It’s a series of modern adverts that highlight extraordinary human spirit, resilience, and values, celebrating individuals and communities.
5. Are Guinness adverts still popular today?
Yes! Guinness continues to create award-winning, story-driven adverts that maintain its reputation for premium quality and inspiring messaging.