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Reading: Guinness Goes Back To The Future In New Campaign With Ode To 1994’s ‘Dancing Man’
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B&T > Campaigns > Guinness Goes Back To The Future In New Campaign With Ode To 1994’s ‘Dancing Man’
Campaigns

Guinness Goes Back To The Future In New Campaign With Ode To 1994’s ‘Dancing Man’

Tom Fogden
Published on: 28th October 2024 at 12:28 PM
Tom Fogden
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4 Min Read
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Guinness has launched a new campaign spruiking its “Nitrosurge” cans with a playful nod to its 1994 classic ad, ‘Dancing Man’ or ‘Anticipation’.

The new ad, ‘Dancing Can’, was created by AMV BBDO and is set to the same song—Guaglione by Pérez Prado—as the original but features a dancing can, instead of the dancing man.

In case you’re unfamiliar with the Guinness Nitrosurge device, it clips to the top of a Guinness Nitrosurge can and uses ultrasonic technology to create the perfectly formed nitrogen bubbles delivering satisfyingly smooth Guinness wherever you are. It seems like an awful lot of fuss for a pint but, remember, we’re talking about pedantically particular Guinness drinkers, here.

The 30-second hero film, directed by Johnny Kelly and produced by BAFTA-winning Nexus Studios, was shot using is a blend of live-action and stop-motion techniques.

Anna MacDonald, Guinness GB’s marketing director, said, “We wanted to translate the excitement and desirability of the Nitrosurge device, that gives Guinness fans an enhanced pouring experience which delivers beautiful, great tasting Guinness, every time. It’s a true celebration of innovation, in a fun and engaging way.”

The AMV BBDO creative team behind the campaign, Anzhela Hayrabedyan and Luca Grosso, said, “Whether it’s a person or a can, 30 years later, the excitement and joy of watching the liquid settle into the perfect pint of Guinness still rings true. The unique charm and craft of stop-frame animation was the answer to bring this emotion to life.”

Johnny Kelly, director at Nexus Studios, said, “The original ‘Dancing Man’ video is one of my all-time favourite pieces of advertising, so it was a complete pleasure and terror to dance in its footprints. But I think our animator answered that conclusively. Our Guinness Can has moves I could only dream of.”

The campaign will run across Great Britain on TV, online, and social platforms in various formats, including 30, 20, 15, and six-second versions, ensuring widespread reach and engagement. At present, the campaign is only set to run in the UK. Media planning and buying was handled by PHD.

Credits

Client: Diageo
Brand: Guinness
Client name:
Anna MacDonald
Nick Payman
Lauren Lewis
Colin Donnelly
Rosalind Healy
Stephen O’Kelly

Creative Agency:
AMV BBDO

CCO

Nicholas Hulley
Nadja Lossgott

Creative Directors

Nicholas Hulley
Nadja Lossgott

Creative Team

Anzhela Hayrabedyan
Luca Grosso

Agency Planning Team

Sam Williams
Bea Farmelo

Agency Account Team

Nick Andrew
Ella Dolding
Harry Frohlich

Agency Production Team

Nick Godden
Kieran O’Malley

Motion Design Team
Frankie Leeks

Media Agency
PHD

Production Company
Nexus Studios

Director
Johnny Kelly

Executive Producer
Jason Bartholomew

Producer
Rebecca Archer

Production Manager
Tyler Antin

Art Director
Melanie Climent

Editor
Andrea Zantiras

Production Company
Yamination Studios

1st AD & Art Director
Drew Roper

Production Manager / MD
Juliet Carmen Teksnes

Lead Animator
Tim Allen

Animator
Tom Edgar

DOP
Sai Smith

Post-production Company
Coffee & TV

VFX Supervisor
Leo Costa @ Coffee & TV

Sound studio
Wave Studios

Audio Post-production
Wave Studios

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TAGGED: Diageo, guinness
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Tom Fogden
By Tom Fogden
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Tom is B&T's editor and covers everything that helps brands connect with customers and the agencies and brands behind the work. He'll also take any opportunity to grab a mic and get in front of the camera. Before joining B&T, Tom spent many long years in dreary London covering technology for Which? and Tech.co, the automotive industry for Auto Futures and occasionally moonlighting as a music journalist for Notion and Euphoria.

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