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DarrynMWright

Canada

(Advertising, Marketing, Thinkin')

Fav URL(s):
http://Ted.com, http://Fark.com, http://iamawesome.com

Lovemarks:
Guinness, Winnie the Pooh, FedEx.

Comments:

• Now I really want a pint...

  Guinness

  25 April 2009

  Some years back I worked on the Guinness account at an ad agency. As a Guinness drinker, I loved it, knew others who loved it, blah blah blah. But there was something else - something more sublime about the pint. It wasn't just the surge and settle, the 'perfect pour', the tan head or the tulip glass. We struggled with what 'it' was for some time, until, out of sheer frustration, I popped down to the pub outside the office and ordered up a Guinness. And then, I noticed something...An older gentleman sitting at the end of the bar reading a book had taken note of my order, and almost imperceptibly, gave me an acknowledging nod - like two bikers passing on the street, giving each other a subtle wave. Only then did the idea of a 'Lovemark' truly make sense. In this case, it was Guinness, and the unspoken bond of 'familial' ties.

  Ended up writing a whole strategy around the concept of 'Welcome to the family', and developed radio spots that playfully brought the idea of brilliance and family together, e.g.: ANNCR: Way back in 1759, around the time that Arthur Guinness had the genius and foresight to open his first Guinness brewery, his cousin Frank was just starting his own business. HAMISH: Aye, Frank, the building's a beaut, but what'll ya do with it? FRANK: Hamish, this is the very first auto repair shop in the world! See over there? We'll do tire repairs and re-treading. Over here, we'll put in an engine bath and a hydraulic lift. We'll be able to service 4 cars at a time, all with a smile and unbeatable service! HAMISH: It's a grand plan for sure, Frank. But the internal combustion engine won't be invented for another 50 years. And it'll be 127 years until the first gas-powered car even gets patented. FRANK: (long pause) Aye, that's true, Hamish. But just think - by then, I'll have expanded to 2 or 3 shops! We'll have a monopoly! ANNCR: Guinness. Brilliant since 1759. Welcome to the family. Damn, now I really want a pint...