Guinness has made a Honda ad.
Only the absence of a Garrison Keillor voiceover left me in any doubt when I saw it for the first time in the inordinately long sequence of ads that preceded Skyfall at the local Odeon.
Otherwise I would have bet my house on it being another Power Of Dreams execution.
It’s a “Made Of More” film for Guinness.
Made Of More is a damn good line for Guinness.
It speaks of depth and substance and enigma.
It’s a strong silent type of line.
For a strong silent type of brand.
So they got the last 3 seconds right.
But the previous 87 are all Honda.
Whimsical, optimistic, dreamy, light and fluffy.
The cloud is meant to be a metaphor for Guinness.
But it’s a metaphor for all that’s wrong about this ad for that brand.
Guinness is dark not light.
And it is dense and creamy.
For the wrong brand.