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
