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Chris

Campaign
Agency Network: 
Published/Aired: 
September 2009

Description

Print advertisement created by BBDO, China for Guinness, within the category: Alcoholic Drinks.

Caption

Every man has a dark side. Guinness

Advertising Agency: BBDO Shanghai, China
Creative Directors: WF Leong
Art Directors: WF Leong
Copywriters: WF Leong
Illustrator: Edwin Ho
Photographer: Edwin Ho
Additional credits: Rick Doerr
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Highest Rated

rolling.stone's picture

great eye for details

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

jsptrck404's picture

interesting visual. but not a very good ad - not a very strong connection back to Guinness. The line "Every man has a dark side" is the only thing tying the visual to the brand, and it's a tenuous connection at best. This reeks of the creatives finding some cool visuals and developing a campaign around it.

jsptrck404
Activity Score 437
Art Director |

| think small |

silvi's picture

And Guiness is a beer from the dark size? I don´t get the connection.

silvi
Activity Score 4172
Copywriter
Camilo Machado's picture

I get the connection with the beer. And I have to admit that visuals are very interesting. But the line is risky given how serious and mysterious the photo models look. They kinda have that clean cut, Christian Bale look he sported in American Psycho. Not Guinness-like at all.

Camilo Machado
Activity Score 35
Art Director
opposite of u's picture

i smell racism

opposite of u
Activity Score 301
copywriter
PERP's picture

Beautiful image. Congrats you guys.

PERP
Activity Score 433
Art Director |

.: look for the green giant on the label :.

Ya's picture

but these men here look like ladies

Ya
Activity Score 161
Art Director
Guest's picture

that is their dark side. the fact that they are ladies inside anbd men on the outside

Guest
rolling.stone's picture

great eye for details

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

mcfly's picture

The visual certainly caught my eye.

Then I read the line and as a Guinness drinker I got the concept.

Why does the model look like a Scandinavian - is that what Chinese aspire to? To look foreign by drinking a foreign product?

The latest Guinness TV ad is much less feminine than these executions - as I am not familiar with the Chinese market I cannot comment on whether this is right or not, but it certainly is not consistent for the brand worldwide.

It's all a bit 'soft' for a product such as Guinness.

mcfly
Activity Score 50
Graphic Designer
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