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14 May 2021

Selective vision.

by Andrew MacGregor


Guinness: “Looks Like Guinness” - 40s

Jack Savoretti's cover of 'Always On My Mind' accompanies this timely piece of work for Guinness. Like a Rorschach test that uses stout instead of ink, the ad presents a series of items, including phone boxes and cats on top of bins, that resemble Ireland's famous black-and-white export. Of course, only the real thing hits the spot.

The examples highlighted by director Chris Balmond are both witty and endearing, offering a relatable twist on the brand's time-honoured aesthetic. However, if one does happen to see pints of Guinness wherever they go, this may indicate a much larger problem. Certainly puts a new spin on the term 'beer goggles'.


Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
CCO: Alex Grieve
ECD: Nadja Lossgott / Nicholas Hulley
Creative: Jack Watts / James Cambridge
Planner: Lisa Stoney
Agency Producer: Polly Lowles / Michelle Walton
Film Production: Outsider Ⓟ Ⓦ
Director: Chris Balmond Ⓟ Ⓦ
Producer: Paul McPadden
Cinematographer: Eoin McLoughlin Ⓦ (Vision Ⓟ Ⓦ)
VFX: JAM VFX Ⓟ
Colourist: Jax Harney ♀
Flame: Pete Young / Mark Robinson
Music: Always on My Mind - Jack Savoretti

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