In 1999, Diageo, the renowned beverage company, embarked on a remarkable advertising campaign that would etch its image into the annals of advertising history. This campaign, known as the “Guinness Surfer” advertisement, was designed to promote Guinness-brand draught stout in the United Kingdom and to appeal to devoted guinness drinkers. Let’s delve into the creative brilliance and the making of this iconic advertisement.
The cornerstone of the “Guinness Surfer” advertisement was a 60-second television advertisement, carefully directed by Jonathan Glazer and shot over several great days by a computer film company in the picturesque backdrop of Hawaii. This visually stunning piece of advertising not only captured the essence of surfing but also the indomitable spirit of conquering challenges and showcasing the ultimate beer ad. It’s no surprise that this “Guinness Surfer” advertisement received numerous awards, making it a standout example of an extraordinary advertisement. It secured accolades such as the Clio Awards, D&AD Awards, and Cannes Lions. Walter Campbell was the creative director and writer. Nick Morris Yvonne Chalkley were the agency producers. Directors of Photography: Ivan Bird, Don King (water), Lee Allison
What makes this advertisement truly exceptional is its unique storyline. The plot of the “Guinness Surfer” advertisement revolves around a group of expert surfers, some being shy, eagerly waiting for the perfect wave. As this ideal wave finally arrives, the crashing white horses, symbolizing the power of the sea, transform into actual horses, creating a surreal and awe-inspiring visual within the advertisement. One by one, the expert surfers riding some epic waves, including the lead polynesian surfer, surf and surf again, except for one who successfully conquers the gigantic wave, a pivotal moment within the advertisement, illustrating the triumph that an expert surfer can achieve. The victorious surfer is soon joined by the others on the shore, where they celebrate their shared triumph, a joyous climax within the advertisement. Hawaiian brothers Brian and Rusty Keaulana did take a risk filming the commerical.
The art that inspired this great advertisement can be traced back to Walter Crane’s 1893 painting, “Neptune’s Horses,” which itself portrays a captivating image of powerful horses using a blue screen galloping through the sea. Additionally, the campaign draws inspiration from Herman Melville’s classic novel, “Moby Dick,” featuring the memorable line, “Ahab says, ‘I don’t care who you are, here’s to your dream.'” Interestingly, this quote doesn’t actually appear in the novel but adds a touch of literary mystique to the advertisement, demonstrating how classic literature influences the creation of impactful advertisements.
The music that accompanies the “Guinness Surfer” advertisement was masterfully crafted by the British band Leftfield. This music became the foundation for their track “Phat Planet,” which is featured on their 1999 album, “Rhythm and Stealth.” The use of “Phat Planet” in the advertisement led to its inclusion in various compilation albums, including “Classic Ads” (2002), “I Love TV Ads” (2004), and “Guinness 250: Music from the TV Ads” (2009), illustrating how a memorable soundtrack can enhance the impact of an advertisement. The voice over – for a long time they wanted to use a digital recording of Richard Burton reading part of ‘Under Milk Wood’, by the famous Dylan Thomas. They were in in depth negotiations with Richard Burton but it didn’t happen.
If you’re eager to experience an extended version of this captivating advertisement, you can find it on the 2005 DVD titled “The Work of Director Jonathan Glazer,” showcasing the artistic depth of the advertisement’s creation and more awards.
The impact of the “Guinness Surfer” campaign goes beyond the world of advertising. In November 2009, “The Independent” recognized this advertisement, along with several others from the campaign, among the “greatest advertising of all time.” This accolade solidified the comercials place in the annals of advertising history, affirming its status as a legendary advertisement and creating a blueprint for the future.
In summary, the “Guinness Surfer” campaign by Diageo, helmed by Jonathan Glazer and his creative team, remains a shining example of excellent advertising. Its blend of art, literature, and music, notably the use of “Phat iPlanet,” resonated with Guinness drinkers and continues to be celebrated as a hallmark of advertising excellence. The wait for the perfect wave, the longing for that moment, and the celebration of shared triumph—these are the elements that make an advertisement truly extraordinary.