Advertising Planning - Guinness "Light Show" Analysis

   MKTG 571 - Advertising Planning Assignment #1 Guinness “Light Show” Advert  Brian Slattery       Presented as a the Irish International BBDO concept originator to an interested Chief Executive of Guinness’ parent company, Diageo            October 3, 2007 17 Guilford Road Sandymount, Dublin 4 Paul S. Walsh Chief Executive – Diageo plc 8 Henrietta Place London W1G 0NB Dear Paul S. Walsh,  It was a pleasure speaking with you on the phone recently regarding the development of the newest television advert for your Guinness brand’s upcoming “It’s Alive Inside” campaign. I was quite encouraged to hear of your interest in this particular spot, as I know the news of this has passed up the ladder from Guinness brand management to your parent company Diageo. I wanted to pass along some of our concepts and production details along with a rough copy on this secured USB drive for you to review. Our creative team, in coordination with Guinness, has been able to capture the passion and loyalty of the Guinness brand, with a viral element to keep the beverage’s history relevant and exciting to today’s target audience. Especially exciting is the prospect of this spot along with the new sound-wave technology that will be featured in many pubs (the Surge tool) which reinforces the imagery of the distinctive cascading head of a Guinness Draught pint. One of our primary goals in this spot is to appeal to the intellect of the audience. The spot follows the idea of creating a dramatic message into which the implied consumers can be drawn. We want them to be drawn into not only the action of the spot, but also go so far as to imagine themselves as participants. We assembled the piece in such a manner that the concepts are honored as much as possible without the “clutter” or “noise” which is so prevalent in this era of television adverts. By doing  this, we have been able to maximize the sense of ambiguity that typically draws a viewer into the advert on a deeper and more inquisitive level. We believe this overall emphasis engages the current, loyal Guinness customer as well as invites a growing breed of nouveau, younger customers to a brand steeped in tradition and mystery. With that in mind, let me run through some of the elements of the spot to better illustrate how we achieve this. The advert begins with an ethereal electronic soundtrack by Soundtree Music accompanying numerous figures walking up ramps, through a park, up stairs, on closed-circuit security displays. None of them seem to be talking and they appear quite deliberate in their movement. It is apparent that it is dusk or later as these figures emerge, moving in tandem seemingly to a common gathering. The consistent intercutting of frames as the individuals close in from their different paths is reminiscent of a set of tributaries merging into a river or blood coursing through veins: We are conveying a sense of quiet, but potent energy. This is aided by the growing soundtrack, whose quick base-beat ebbs and flows from the viewer’s ear. There is a distinct cooperation in the throngs of people and you can feel it, not just see it. No voice-over has overcome the soundtrack, no logos have flashed upon the screen; rather, the viewer has been drawn in to what appears to be a mysterious short-film. Without any bearing provided, the viewer craves more information before they can make any conclusions. We are provided a more concrete context (no pun intended), as the mass of people is funneled up a set of exterior “corporate-plaza” stairs and through a set of sliding-glass doors. “A building…a building!” one might expect a target audience member to think. Yet, as soon as they have discerned that fact, they are again met by the perplexing coursing of the crowd. They run through dimly lit lobbies, hallways and sets of cubicles. This movement is completely unfamiliar in this generally bland corporate environment. A subtly graceful and dance-like rebellion emerges from this story. We want the viewer to be playing this juxtaposition out in their mind. They might be imagining their own work  environment and desires that they have had to “go-against-the-grain” during tiresome corporate meetings and never-ending hours spent in their own cubicles. Only a matter of hours from now it seems these very cubicles and hallways will be plunged back into a world of creased-slacks and lackluster meetings. So, we’ve introduced in very visual ways the ideas of energy, mystery and quiet resistance to the norm. These are concepts that we determined with your brand management are fundamental to the Guinness story and customer-base. Just as Arthur Guinness started a worldwide sensation from meager beginnings at the St. James’s Gate, so too this advert works to display the dedication, energy and reach that Guinness is capable of as a worldwide brand. Viewers are supplied only a few pieces of information but are otherwise deprived of the “What” and “Why” of the situation. Suddenly, the movement ceases. Hands rest primed on switches of various kinds and on blinds adjustment rods. Anticipation builds as the soundtrack reaches a bridge and then the mystery begin to be revealed. A flickering in empty hallways spreads to whole lines of fluorescent lights. Hallways and rooms become bathed in a rush of moving light. Extension cords lay strewn throughout the building’s hallways. Numerous interior spaces brighten and dim just as quickly, soundtrack reaching a crescendo. Intercut shots show blinds opening and closing as the excited but focused faces of these dedicated masses are illuminated. Shots from nearby buildings show several floors at a time, glowing and darkening. The movement of all involved is frenetic, but tightly organized. There is a distinct and diverse Gen-Y cross-section in the appearance of participants. The photography becomes progressively distant from the building’s exterior revealing the true scope of this light-inspired feat. Bystanders returning home from work stop in wonder at the street level, other building occupants marvel from their vantage point. The homogenous has become breathtaking. The mysterious efforts yield an unmistakably Guinness “head” rising up the monolithic building. As the mystery of the  spot resolves itself with these final distinctive brand shots, we seek to build an affect of satisfaction within the audience. Guinness benefits from this completely unique cascading surge that distinctively flows after each pint is poured. We have leveraged this brand imagery both in the symbolic urban portrayal as well as throughout the planning of the complete upcoming “It’s Alive Inside” campaign. The “Alive” that appears in the tag line during the last few seconds of the spot isn’t simply referring to the Draught, but so too of it’s people, it’s history and it’s loyal customers. This spot sheds a quiet but powerful light on the human need to be part of a cause bigger than themselves. This is the growing culture of Guinness. It is a movement, not just of lights and blinds, but also of a 250 year-old recipe and incorporation of this small but significant Irish tradition throughout the cultures of the world. The appearance of creamy head seen in the lights of the building makes it evident that there was never a need for words or ostentation. The Guinness flavor is unparalleled and therefore its brand and related imagery speaks for itself. This is certainly an aspect of Guinness’ unique selling proposition. We have found awareness to be most successfully transferred when the viewer is drawn into this process of ambiguity, investigation and resolution. This self-selection to further viewing is something that we recognize can be fleeting and precious. Hence the reason why we allow the viewer the “space” to understand how the cooperation, excitement and deep brand loyalty of the participants is a trademark of Guinness. To sit back and enjoy this light show is akin to savoring the roasted flavor and crisp bitterness of a pint. A pint at the local pub is typically a low-involvement activity and we are working to infiltrate both the cognitive aspects of decision making and the memory mapping that consumers might call upon the next time they hear the barkeeper ask, “What’ll you have?” We realize that Guinness experienced significant growth in the early 2000’s with the advent of the Rocket Widget nitrogen ball can system for it’s Draught line. While the “Brilliant” Brewmasters campaign has been  creative and entertaining, research has shown that it’s effects have grown stale. We believe that “Light Show” in coordination with the “It’s Alive Inside” campaign will pair well with the new Surge pub tool. Your organization provided us with detailed information about this sound-wave tool that will allow the cascading head to occur even on pints of bottled Draught. The barkeeps will be able to add further relevance to the cascading creamy head of Guinness and the imagery that we’ve leveraged. We are excited to see the effect that this promotional technology has compounded with our creative content. We believe in the product that we at Irish International BBDO have crafted with your input and creative direction. Our staff believes that we have successfully encapsulated the required concepts and gone further with a viral edginess that brings awareness to an updated and effective level. While we emphasize unique visual brand attributes, we appeal to the familiar urban backdrop for symbolism and associated emotions of passion, energy, cooperation and rebellion. We value our relationships with Guinness and Diageo and look forward to delivering a quality visual manifestation of the Guinness brand to a greater reaching audience. With both the “Light Show” advert as well as the “It’s Alive Inside” campaign we will assuredly do so. As always, I invite your input and brand insight to help us hone this spot to excellence. Regardless, I look forward to hearing your impressions of our work and wish you and your family the best of regards. Sincerely, Jason Haynes Advertising Concepts Irish international BBDO   Citations and Imagery Sources 1. Guinness ‘light show’ by Irish International BBDO. (2008). Retrieved October 1, 2009, from Campaign Web site: http://www.campaignlive.co.uk/news/885734/Guinness-light-show-Irish-International-BBDO/ 2. Paddy Goes To Hollyhead. (2007). Retrieved October 3, 2009, from Paddy Goes To Hollyhead Irish Singer Lancashire Web site: http://www.paddygoestohollyhead.co.uk/guinnessLogo800_147212447_std.jpg 3. Commercials Unlimited. (2009). Retrieved October 3, 2009, from Commercials Unlimited Web site: http://commercialsunlimited.net/images/ii-bbdo.jpg