Secrets of success

Over the next few days, I’m going to share some classic adverts, in an attempt to understand more about why they have become so popular.

The first ‘classic’ is from Guinness:

It won awards and public acclaim alike.

But what is it that makes it so good?

Please share your thoughts on whether and why you like or dislike it.

And also whether it makes you want a Guinness.

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4 Responses to “Secrets of success”


  1. 1 Teapot April 15, 2009 at 14:25

    For me a “classic” ad embodies a multi-sensorial experience, a journey that the brand can take you (the audience) through…

    For example the Guinness ad..

    It starts out as thought provoking – a simple sentence. Then the wait…which then builds the anticipation for the audience to want to know “more”. Then it takes them through a rush, an exhilaration – almost to a climax, and then just at it’s peak, it fades away.

    Our lives are constantly filled with ups & downs, almost a rollercoaster ride, and we as humans have the nature to be “dramatic”… think classic ads just takes these essence and translates into a visual context. Almost something too familiar, and definitely understood.

    That to me, makes a good ad…good.

    ….fantastic cinematography doesn’t hurt either 😉

  2. 2 Aslinah April 15, 2009 at 16:51

    Well-done Guiness or the agency who came up with such ad! It doesn’t just excite women who love seeing those washboard abs but to use such men surfing, horse (which signify manliness) and waves – thats pure genius. Ad looks simple yet dramatic and connect audience to the brand. 🙂

  3. 3 Ulrik Poulsen April 15, 2009 at 17:45

    You don’t know what you are going to associate it with until the very end. It keeps you guessing the whole time because you don’t feel like you are watching an advert so you can enjoy the beauty of it instead.

  4. 4 Mags April 17, 2009 at 21:35

    i must be stupid. i didn’t like it at all.


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