Lion reinterprets ‘Lovely Day for a Guinness’ platform for Australian winter via Thinkerbell
As the temperature begins to drop, the world has a way of letting you know it’s a ‘Lovely Day For A Guinness’. In new work from Thinkerbell and Lion, the iconic Guinness endline has been reimagined for winter in the southern hemisphere, revealing the iconic pint motif where you least expect it.
Says Albertus Lombard, brand director of premium beer, Lion: “Winter is the season that Aussies can enjoy Guinness while taking in the best bits of the season. It’s the crisp winter days, or the cosiness of a pub or home at night that the unique characteristics of a Guinness can really be savoured.”
Says Paul Swann, chief creative thinker, Thinkerbell: “Through the work we sought to capture the smooth characteristics of a Guinness on a winter’s day. This manifested in everything from the setting, a post surf pint at the end of the day, to the grade and even the decision to execute the film in a single, continuous shot.”
“Lovely Day For A Guinness” is supported by a national through the line creative running across video, audio, and static, in and out of the home.
To celebrate the return of winter as the Guinness season, the Guinness Brewery of Meteorology is also returning for a second year on 1 June, the first day of winter. Users of the web app will be alerted to ideal drinking temperatures and using geo-targeted technology to reveal the closest venue serving Guinness.
The temperature-controlled winter promotion offer will also be activated throughout the season as well as key dates for winter.
Consumers can visit https://www.breweryofmeteorology.com.au/ to check if they are eligible for a free Guinness at participating venues and Dan Murphy stores.
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Production: Finch
51 Comments
Are cool. But this is weird. What happens?
I like it.
Didn’t want to pay the talent for VO?
Beautiful
…Thinkerbell.
Is it 5am?
Where did the glasses come from?
Did they come in because there are no waves?
Are they driving home after this?
This makes no sense.
Meh.
Looks nice.
Good end frame.
How many times are we going to see weather based discounts for products. Literally has been done 5 times a year for the last 20 years….
Lovely, makes me want to sink a creamy pint, nice work Thinkerbell.
How do you get a prefect pint of Guinness outdoors on a beach from your ute tray?
And while I love the 16mm aesthetic I feel it’s not the right choice given you rely so heavily on clarity for that end shot…
Guinness, best enjoyed at sunrise. Well done all.
The sun sets over the water in a large part of the country…
Contrived
Stay in your lane, Guinness.
It’s been done. 😉
A Guinness ad with surfers You are everything that is wrong with anonymous comments….
I think they were joking, dude…
At least it’s not another punboard.
But this doesn’t really make sense. Full pints of beer in the morning from a ute in a Guinness glass?
The thing that really bugs me is that this isn’t Thinkerbell’s idea. It’s an existing concept that they continue to roll out.
but make it winter
Nice one. Simple, elegant, beautiful. Not many 20s around can make that claim.
…the pint glasses at the beach confuse me so much, I don’t like it.
Just doesn’t land, an end frame isn’t an idea. Also, I want to be in a cozy place to drink a cool pint, not out in the elements. And branded pint glasses on the beach. Do you even Australian?
I wake up every day and work in an industry that a) thinks this is worth making, b) thinks this is worth telling people you made, and c) thinks is worth talking about on an industry blog comments section.
I’m not picking on this particular spot, I could write this on almost anything on this website.
This industry has become an entirely worthless pursuit. No time, no craft, no fun. Just making more and more and more and more crap to talk to each other about.
Advertising could be a thing that’s fun and entertaining and blah, blah. But it’s just ticking irrational boxes that look rational to people who have lived their entire lives in bubbles.
@existential crisis
Mate, this ad and the comments are not a true reflection of the industry. Yes there are lots of crap ads being made and tbh we all need to make them sometimes. But there’s also loads of agencies and people trying to make better work. Focus on that better work and let that colour your view more than this rubbish above. Some inspiration to start: Bear meets Eagle on Fire locally, Uncommon internationally. It’s not all dire mate. Still lots to love in this industry. Keep the faith.
Thanks for making me smile Ms or Mr Crisis.
not the morning.
its the end of the day
I’d imagine you’d bring the pint glasses with you.
I mean, if i saw a bunch of dudes drinking pints of Guinness out of glass at the beach – yeah, i dunno, id prob think they were on a shoot for a Guinness ad or something
Dont mind it.
Ads dont have to be real life do they, they just have to shift product
It’s kind of nice, but I just can’t get past the weirdness of kids pouring Guinness into pint glasses at the beach after a surf. A long bow, instead of a longboard.
They invented the widget that creates a nice pour, its in the can, the can you see clearly in shot, that was shot Im assuming at sun set. not sun rise.
If you’re addicted to PR, please call 1800think.
When you shoot a one-take for a 15s spot but it takes 20s
Nothing beats knocking off at 2pm in the middle of winter to get down to a West Australian beach for a sunset, a Guinness and a surf with a couple of your puffer-jacket real estate agent friends. Never mind there will only be shoreys and sharks, that’s not the point.
HOW DO YOU DO FELLOW 30-SOMETHING YEAR OLDS.
Yesterday I did everything in this ad except pour my beer into a glass.
Hanging out after a surf, at sunset, having a beer with mates is a thing.
I like it.
So you’re a kook who likes tiny, blown out waves? Or do you SUP at sunset?
A Guiness ad doesn’t need to be a one shot on a beach? Perhaps?
I waited, and good things didn’t come. I mean, you haven’t even tried.
It’s not too bad but I’m left with a few questions.
Why does the guy look stressed, he’s just been for a surf and he gets handed a beer.
Why do they have glasses on a beach camping surf trip?
Guinness recommends their beer should be served at 6-7 °C, I’d be using a stubby holder.
The retouching of the can and glass on the left looks a bit off.
Unless it’s shot in WA … that would indeed be a sunrise. I liked it for what it is….’simple’ and doesn’t feel as over thought as so many ads these days
@Existential Crisis,
Agree 100%.
… these comments
you wouldn’t be surfing that shite.
for another Guinness visual pun.
But, yes, where is it?
Warm the lass up with a bit of some wee feet rubbing.
She’ll love you for it, instead of ye taking her to this bellend of a place with shite waves, ya knob jockey.
This is an outdoor poster turned into a 15second break bumper. Don’t ideas mean anything to clients anymore? Swap the pint glasses for a different brand and you have a Great Northern break bumper, equally devoid of any idea.
How does capturing the piece in a single shot perfectly capture the characteristic of a beer famous for a break when pouring?
But make it a beach and through in a little Ancestry.com as an ending.
I get that international clients and agencies, especially the Brits, think all Aussies spend their sunsets surfing and drinking Guinness while wearing The North Face puffer jackets. But if you’re going to do an ad about surfing, get someone who actually surfs involved at some point, somewhere. They’re a big market and can spot a Bondi Cigar a mile off.
Again with the thing that looks like the other thing!?
Thinkerbell have had some great success with this client, but they should see this as a wasted opportunity.
is the location. Not WA. Derrrrr
It’s also an ad lol. Not a slice of life documentary
This is so far from the reality of where the product is consumed. Lion are too risk averse to do anything except put three to four ‘diverse’ models in a remote beach / regional location having a beer at sunset. This time, oddly in WA where i suspect there is very little Guiness drunk outside of a couple of Irish bars