Guinness’s ‘Dark Life’

Guinness’s new ad ‘Dark Life’ used a number of locations around the world including Hong Kong, New York and Columbia.

Tanya Clarke, Head of Marketing for Guinness, explained, “Guinness is an iconic Irish brand that’s celebrated globally and at the heart of our new ad is the idea that there’s more life in the dark. Daytime scenes from around the globe are transformed by the coming of a magical liquid which brings on the night. The captivating film connects with consumers across borders and cultures.”

The ad features liquid swirls (representing a pint of Guinness settling) and was directed by the award-winning French director Frederic Planchon.

A joint production between the Guinness marketing and BBDO teams of both Ireland and the UK, the ad aired exclusively on Irish television for the first time on New Year’s Eve and is now running across all channels. It will air in Great Britain from 2nd March.

A scene from the new Guinness ad ‘Dark Life’.

A scene from the new Guinness ad ‘Dark Life’.

Sign Up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's free