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MKTG 571 - Advertising Planning
Assignment #1
Guinness “Light Show” Advert
Brian Slattery
Presented as a the Irish International BBDO concept originator
to an interested Chief Executive of Guinness’ parent company, Diageo

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October 3, 2007
17 Guilford Road
Sandymount, Dublin 4
Paul S. Walsh
Chief Executive – Diageo plc
8 Henrietta Place
London
W1G 0NB
Dear Paul S. Walsh,
It was a pleasure speaking with you on the phone recently regarding the
development of the newest television advert for your Guinness brand’s
upcoming “It’s Alive Inside” campaign. I was quite encouraged to hear of
your interest in this particular spot, as I know the news of this has passed up
the ladder from Guinness brand management to your parent company
Diageo. I wanted to pass along some of our concepts and production
details along with a rough copy on this secured USB drive for you to
review. Our creative team, in coordination with Guinness, has been able
to capture the passion and loyalty of the Guinness brand, with a viral
element to keep the beverage’s history relevant and exciting to today’s
target audience. Especially exciting is the prospect of this spot along with
the new sound-wave technology that will be featured in many pubs (the
Surge tool) which reinforces the imagery of the distinctive cascading
head of a Guinness Draught pint.
One of our primary goals in this spot is to appeal to the intellect of the
audience. The spot follows the idea of creating a dramatic message into
which the implied consumers can be drawn. We want them to be drawn
into not only the action of the spot, but also go so far as to imagine
themselves as participants. We assembled the piece in such a manner
that the concepts are honored as much as possible without the “clutter”
or “noise” which is so prevalent in this era of television adverts. By doing

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this, we have been able to maximize the sense of ambiguity that typically
draws a viewer into the advert on a deeper and more inquisitive level. We
believe this overall emphasis engages the current, loyal Guinness
customer as well as invites a growing breed of nouveau, younger
customers to a brand steeped in tradition and mystery.
With that in mind, let me run through some of the elements of the spot to
better illustrate how we achieve this. The advert begins with an ethereal
electronic soundtrack by Soundtree Music accompanying numerous
figures walking up ramps, through a park, up stairs, on closed-circuit
security displays. None of them seem to be talking and they appear quite
deliberate in their movement. It is apparent that it is dusk or later as these
figures emerge, moving in tandem seemingly to a common gathering.
The consistent intercutting of frames as the individuals close in from their
different paths is reminiscent of a set of tributaries merging into a river or
blood coursing through veins: We are conveying a sense of quiet, but
potent energy. This is aided by the growing soundtrack, whose quick
base-beat ebbs and flows from the viewer’s ear. There is a distinct
cooperation in the throngs of people and you can feel it, not just see it.
No voice-over has overcome the soundtrack, no logos have flashed upon
the screen; rather, the viewer has been drawn in to what appears to be a
mysterious short-film. Without any bearing provided, the viewer craves
more information before they can make any conclusions. We are
provided a more concrete context (no pun intended), as the mass of
people is funneled up a set of exterior “corporate-plaza” stairs and
through a set of sliding-glass doors. “A building…a building!” one might
expect a target audience member to think.
Yet, as soon as they have discerned that fact, they are again met by the
perplexing coursing of the crowd. They run through dimly lit lobbies,
hallways and sets of cubicles. This movement is completely unfamiliar in
this generally bland corporate environment. A subtly graceful and dance-
like rebellion emerges from this story. We want the viewer to be playing
this juxtaposition out in their mind. They might be imagining their own work

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environment and desires that they have had to “go-against-the-grain”
during tiresome corporate meetings and never-ending hours spent in their
own cubicles. Only a matter of hours from now it seems these very
cubicles and hallways will be plunged back into a world of creased-slacks
and lackluster meetings.
So, we’ve introduced in very visual ways the ideas of energy, mystery and
quiet resistance to the norm. These are concepts that we determined with
your brand management are fundamental to the Guinness story and
customer-base. Just as Arthur Guinness started a worldwide sensation from
meager beginnings at the St. James’s Gate, so too this advert works to
display the dedication, energy and reach that Guinness is capable of as
a worldwide brand.
Viewers are supplied only a few pieces of information but are otherwise
deprived of the “What” and “Why” of the situation. Suddenly, the
movement ceases. Hands rest primed on switches of various kinds and on
blinds adjustment rods. Anticipation builds as the soundtrack reaches a
bridge and then the mystery begin to be revealed. A flickering in empty
hallways spreads to whole lines of fluorescent lights. Hallways and rooms
become bathed in a rush of moving light. Extension cords lay strewn
throughout the building’s hallways. Numerous interior spaces brighten and
dim just as quickly, soundtrack reaching a crescendo. Intercut shots show
blinds opening and closing as the excited but focused faces of these
dedicated masses are illuminated. Shots from nearby buildings show
several floors at a time, glowing and darkening. The movement of all
involved is frenetic, but tightly organized. There is a distinct and diverse
Gen-Y cross-section in the appearance of participants.
The photography becomes progressively distant from the building’s
exterior revealing the true scope of this light-inspired feat. Bystanders
returning home from work stop in wonder at the street level, other building
occupants marvel from their vantage point. The homogenous has
become breathtaking. The mysterious efforts yield an unmistakably
Guinness “head” rising up the monolithic building. As the mystery of the

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spot resolves itself with these final distinctive brand shots, we seek to build
an affect of satisfaction within the audience.
Guinness benefits from this completely unique cascading surge that
distinctively flows after each pint is poured. We have leveraged this brand
imagery both in the symbolic urban portrayal as well as throughout the
planning of the complete upcoming “It’s Alive Inside” campaign. The
“Alive” that appears in the tag line during the last few seconds of the spot
isn’t simply referring to the Draught, but so too of it’s people, it’s history
and it’s loyal customers. This spot sheds a quiet but powerful light on the
human need to be part of a cause bigger than themselves. This is the
growing culture of Guinness. It is a movement, not just of lights and blinds,
but also of a 250 year-old recipe and incorporation of this small but
significant Irish tradition throughout the cultures of the world.
The appearance of creamy head seen in the lights of the building makes
it evident that there was never a need for words or ostentation. The
Guinness flavor is unparalleled and therefore its brand and related
imagery speaks for itself. This is certainly an aspect of Guinness’ unique
selling proposition. We have found awareness to be most successfully
transferred when the viewer is drawn into this process of ambiguity,
investigation and resolution. This self-selection to further viewing is
something that we recognize can be fleeting and precious. Hence the
reason why we allow the viewer the “space” to understand how the
cooperation, excitement and deep brand loyalty of the participants is a
trademark of Guinness. To sit back and enjoy this light show is akin to
savoring the roasted flavor and crisp bitterness of a pint. A pint at the
local pub is typically a low-involvement activity and we are working to
infiltrate both the cognitive aspects of decision making and the memory
mapping that consumers might call upon the next time they hear the
barkeeper ask, “What’ll you have?”
We realize that Guinness experienced significant growth in the early 2000’s
with the advent of the Rocket Widget nitrogen ball can system for it’s
Draught line. While the “Brilliant” Brewmasters campaign has been

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creative and entertaining, research has shown that it’s effects have
grown stale. We believe that “Light Show” in coordination with the “It’s
Alive Inside” campaign will pair well with the new Surge pub tool. Your
organization provided us with detailed information about this sound-wave
tool that will allow the cascading head to occur even on pints of bottled
Draught. The barkeeps will be able to add further relevance to the
cascading creamy head of Guinness and the imagery that we’ve
leveraged. We are excited to see the effect that this promotional
technology has compounded with our creative content.
We believe in the product that we at Irish International BBDO have
crafted with your input and creative direction. Our staff believes that we
have successfully encapsulated the required concepts and gone further
with a viral edginess that brings awareness to an updated and effective
level. While we emphasize unique visual brand attributes, we appeal to
the familiar urban backdrop for symbolism and associated emotions of
passion, energy, cooperation and rebellion. We value our relationships
with Guinness and Diageo and look forward to delivering a quality visual
manifestation of the Guinness brand to a greater reaching audience. With
both the “Light Show” advert as well as the “It’s Alive Inside” campaign
we will assuredly do so.
As always, I invite your input and brand insight to help us hone this spot to
excellence. Regardless, I look forward to hearing your impressions of our
work and wish you and your family the best of regards.
Sincerely,
Jason Haynes
Advertising Concepts
Irish international BBDO

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Citations and Imagery Sources
1. Guinness ‘light show’ by Irish International BBDO. (2008). Retrieved
October 1, 2009, from Campaign Web site:
http://www.campaignlive.co.uk/news/885734/Guinness-light-show-
Irish-International-BBDO/
2. Paddy Goes To Hollyhead. (2007). Retrieved October 3, 2009, from
Paddy Goes To Hollyhead Irish Singer Lancashire Web site:
http://www.paddygoestohollyhead.co.uk/guinnessLogo800_1472124
47_std.jpg
3. Commercials Unlimited. (2009). Retrieved October 3, 2009, from
Commercials Unlimited Web site:
http://commercialsunlimited.net/images/ii-bbdo.jpg