Guinness pint beers sing Bonnie Tyler for St. Patrick’s Day
The agency Abbott Mead Vickers BBDO is in charge of the advertising campaign
“Holding out for a ZERO” is the title of the Guinness commercial for St. Patrick’s Day
When we talk about advertising, Guinness deserves a prominent section for what it has contributed to the sector. Not surprisingly, since 1928 he has been carrying out advertising campaigns by John Gilroy that are still valid today. Or the spectacular “Surfers”, released in 1999 and considered the best advertisement of all time.
While Guinness’s advertising campaigns are far from disruptive today as they once were, they’re still great. Now, the company is going one step further to advertise its 0,0 beer for St. Patrick’s Day.
“Holding out for a ZERO” is the title of the Guinness commercial created by the Abbott Mead Vickers BBDO agency, the brand’s lead agency since 2001. The campaign aims to reinforce the 0.0 variety of the Irish brewer.
The piece presents us with a choir of pints that, from their peculiar layer of foam, sing the mythical song by Bonnie Tyler “Holding Out for a Hero”. The brand thus launches its most ambitious campaign to present its 0.0 beer, in which it will give away 50,000 pints throughout the country during St. Patrick’s Day.
Alan MacAleenan, Guinness Ireland Brand Director commented: “St Patrick’s Day is one of the key dates in the country’s social calendar. We are delighted to promote our non-alcoholic beer in what is the largest responsible drinking campaign ever. we have done so far in Ireland.”
Nick Andrews, Managing Director of AMV BBDO commented: “It was all about finding a creative way to promote responsible drinking on such a relevant national holiday for a proudly Irish brand and finding a tone for the moderation message that only Guinness could afford.”
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