Guinness has dropped the classic, ‘good things come to those who wait’ tagline, after using it for 10 years. A new spot, just as mega as some of the earlier ones, shows a bunch of guys bring ‘things’ to life – a barren landscape, dragging fields of grass and such like.
It’s got the scale alright – but what it has to do with Guinness is a bit tenuous. According to this article, ‘as the 90-second commercial unfolds Guinness aims to draw a parallel with the famous “surge and settle” motion that typifies the pouring of a pint and introduce the new strapline “Bring it to life”. The earlier tagline could be linked back to ‘waiting for the perfect pint’ and by implication, Guinness. It was also linked to the product consumption – the length of time required to correctly pour a pint of Guinness from the tap, usually quoted as 119.5 seconds.
Guinness has a long history of ‘ownable’ tag lines – My goodness, my Guinness, for example. Is ‘Bring it to life’ ownable? I guess given the media exposure and buzz on the internet, it eventually will. They have tied up with Google Earth to allow web users to bring an imaginary plane to life – so knowing Guinness, they will have some jaw dropping stuff online as we go along to match the scale of the TVC. Is it worth it?