The Drum Awards Festival - Extended Deadline

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Agency: AMV BBDO
Date: Jul 2018
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Guinness’ latest ad for the Asian market is a choreographed homage to its acclaimed 1999 spot Surfer. But instead of horses representing invigoration, dancers characterise the smoothness of the stout.

Choreographer Supple Nam directed the ad’s dancers, who are first seen falling as if having been freshly ‘poured’. Constantly twisting into elaborate forms, they hit the pint’s floor and rise again, lifting those in white back to the surface.

Footage of the dance is sharply cut with close shots of a Guinness being poured.

The performers finally float into the unmistakable shape of a pint of Guinness, with the dancers dressed in white representing the drink’s famous head. Their cylindrical shape fades into a jar on a bar, as the line reads: ‘Smooth, creamy and perfectly balanced’.

The film was created by London’s AMV BBDO and directed by Riff Raff duo In/Out. It forms part of the brand’s Made of More brand platform and will run for six months on TV and online in Korea, China and Singapore.


Client name & job title:

Gavin Krenski, Global Content and Innovation Director

Sorcha NiChleirigh, Global Marketing Manager

Creative Directors:

Steve Jones and Martin Loraine


Nicholas Hulley

Art Director:

Nadja Lossgott

Agency Planner:

David Edwards and Lisa Stoney

Agency Account Team:

Michael Pring, Chairman

James Drummond, Board Account Director

Tessa Brisbane, Board Account Director

Georgia McClean, Senior Account Director

Agency Producer:

Yvonne Chalkley – Exec Producer

Nikki Holbrow – Senior Assistant Producer

Production Company:




Production Co. Producer:

Producer Tom Knight

Exec Producer Natalie Arnett

Exec Producer Matt Fone

Post-production Company:


Business Affairs:

Maxine Thompson

Audio Post-production:

Anthony Moore @ Factory