Creative bravery and a point of view: how Guinness succeeds with video advertising
Brian CarruthersWarc
Guinness has a long history of making iconic advertising, but the drinks giant doesn't always get it right. Or at least not first time. One of its most famous ads – Surfer – was originally shown without a voiceover, and "people really, really struggled" with it, according to Stephen O'Kelly, marketing director at Guinness.
"They liked it," he told an audience at Marketing Week Live, an event held in London in April 2016. "There's surfing, there's horses, there's drama, it's great … but I...