Guinness is inviting more people to experience the joy and communion of a perfect pint at home with its new campaign, โDancing Can,โ a modern nod to the beloved 1994 โDancing Manโ ad. This latest campaign highlights how the Guinness Nitrosurge device puts the power of a perfect pour directly into consumersโ hands. Launched in Great Britain last year, the pocket-sized device uses ultrasonic technology to create the iconic surge with perfectly formed nitrogen bubbles delivering satisfyingly smooth Guinness every time, everywhere.
Developed in partnership with AMV BBDO, โDancing Canโ uses a stop-motion twist to capture the ritual of pouring a perfect pint of Guinness, featuring a โdancingโ Nitrosurge can and device. The device is activated by clipping it onto the top of a Guinness Nitrosurge can, before pushing the button and pouring. The resulting pour is unmistakably Guinness, with its iconic dark liquid and creamy domed head.
This 30-second hero film, directed by Johnny Kelly and produced by BAFTA-winning Nexus Studios, is a blend of live-action and stop-motion techniques. Set to the lively โGuaglioneโ track by Perez Prado, just as in the 1994 ad, the spot celebrates the quality and cheer of enjoying the perfect pour at home while highlighting the charm and innovation of the product.
In a joint statement, Anzhela Hayrabedyan and Luca Grosso, the AMV BBDO creative team behind the work, shared, โWhether itโs a person or a can, 30 years later, the excitement and joy of watching the liquid settle into the perfect pint of Guinness still rings true. The unique charm and craft of stop-frame animation was the answer to bring this emotion to life.โ
Director Kelly said, โThe original โDancing Manโ video is one of my all-time favorite pieces of advertising, so it was a complete pleasure and terror to dance in its footprints. But I think our animator answered that conclusively. Our Guinness Can has moves I could only dream of.โ
The campaign will run across Great Britain on TV, online, and social platforms in various formats.
CreditsClient Diageo Brand Guinness Agency AMV BBDO Nicholas Hulley, Nadja Lossgott, chief creative officers/creative directors; Anzhela Hayrabedyan, Luca Grosso, creative team; Nick Godden, Kieran OโMalley, production team; Frankie Leeks, motion design team. Production Company Nexus Studios Johnny Kelly, director; Jason Bartholomew, exec producer; Rebecca Archer, producer; Tyler Antin, production manager; Melanie Climent, art director; Andrea Zantiras, editor. Production Company Yamination Studios Drew Roper, 1st AD & art director; Juliet Carmen Teksnes, prdouction manager/MD; Tim Allen, lead animator; Tom Edgar, animator; Sai Smith, DOP. Postproduction/VFX Coffee & TV Leo Costa, VFX supervisor. Sound/Audio Post Wave Studios.
Forsman & Bodenfors, Directing Duo The Docter Twins Capture A Mom’s “Workout Called Life” For Therabody
Global creative collective Forsman & Bodenfors (F&B) has reunited with Therabody to unveil the next iteration of the brandโs 2023 campaign โThe Workout Called Life,โ which highlights the wellness advantages and impact of its revolutionary Theragun product line.
For the second installment, F&B and Therabody have teamed to create two :30 spots, which reflect both the agency and brandโs desire to tell a deeper story around everyday movements that act as a workout. This :30 captures the "Balancing Act" workout that goes with being a career-driven professional and mom. โWe started with the insight that many of us are multitaskers, trying to pack so much into each day just to keep up with the pace and expectations of modern life,โ said F&B global strategy lead Tom Suharto. โBut the thing about multitasking is that it all adds up, and by the end of the day, our bodies deserve recovery.โ
The spot, which targets โMillennial Momsโ--leads to what Suharto described as โa hero moment for Therabodyโs Theragun, which releases the tension and gives our characters the recovery they deserve.โ
Shot over four days in Prague, the new campaign spots were directed by the Docter Twins via their production company Thinking Machine. (Docter Twins are alums of SHOOTโs 2008 New Directors Showcase.)
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