Guinness Embarks On Ambush TV Ad Campaign

Guinness is launching the mainstream element of its £6m TV advertising campaign
tonight for the opening game of the Rugby World Cup despite not being an
official sponsor of the tournament.

The Diageo-owned brand, which has been running 10 second teaser ads for the
last few weeks, will launch the first main TV spot this evening in line with the
first game of the 2007 tournament between host nation France and Argentina.

The Guinness ad is looking to ambush the activity of the tournament’s
official beer sponsor Heineken who itself is running an international TV
advertising campaign to leverage its Rugby World Cup sponsorship although it
will not air in the UK.

The Guinness advert, created by incumbent agency Abbott Mead Vickers BBDO,
consists of two commercials – called ‘Black’ and ‘White’ – featuring animated
players taking part in a game of rugby in the two colours which embody the
brand’s signature logo.

The advert utilises the theme of team play using the strapline, ‘Seconds from
greatness’, getting round the inability to use any Rugby World Cup players due
to the lack of an official tie-up by using animated characters instead.
Host
broadcaster ITV has employed a similar marketing stance using the strapline
‘Strength in numbers’.

Guinness’ £6m Rugby World Cup campaign will see its TV advertising supported
by a host of other integrated marketing initiatives.