January 29, 2014
Guinness Stands up for the Pub Experience
One of the most well received images to emerge from the world of social media PR has to be the latest Guinness advert that reminds viewers why they came out with their friends for a Guinness in the first place. The image shows a Guinness logo with a stack of cell phones. The stack itself resembles a tall, cool glass of the dark stout, with the foamy head. A brilliant, yet simple, piece of design work that has the social media world talking.
But what is it about this ad that has struck such a chord? Ronn Torossian has the answers.
#1 – The simple message connects
Without saying a word, Guinness gets to the bottom of something many in the pub crowd have been thinking for years: What happened to create so many phone zombies, even at the pub???
#2 – The image is recognizable
Anyone who has ever seen a Guinness ad can almost immediately recognize what the stack of phones is meant to represent. The glass of Guinness is an almost universal brand, that it is created out of smart phones makes it no less recognizable.
#3 – The message is clear and universal
One of the most important issues for any international product is not letting the message get lost in different cultures. Limiting language is a good first step, but eliminating it altogether is a brilliant move in this context. Wherever there are bars, and smart phones, there are people sick of seeing their friends sucked into their phones in a social setting.
#4 – The single image plays across media
This advert is truly a multimedia tool. It works on social media, and it could work on a billboard, or a magazine ad, or in any other visual medium Guinness chooses to use it in. The message would not be lessened, and more importantly, needs no embellishment.
This final point, is important in a social media context. You really don’t want users trying to add on to your point, or “make it better.” You want the advert to say all that you want to say.