Guinness

The Guinness Evolution advert was directed by Daniel Kleinman. of Kleinman

Productions which is now known as Rattling stick. Guinness television commercials are
the responsibility of Abbot Mead Vickers BBDO (the advertising agency). AMV BBDOs
agency producer on this spot was Yvonne Chalkley. Creatives were Ian Heartfield and
Matt Doman. n oitulovE ("Evolution" backwards) is a British television and cinema
advertisement launched by Diageo in 2005 to promote Guinness Draught stout. The
60-second advert targets men in their late twenties and early thirties. The commercial
shows, in reverse, three men who evolve from mudskippers to present day humans
before tasting Guinness in a London pub. The commercial was handled by the
advertising agency Abbott Mead Vickers BBDO, with a budget of 1.3M. It was directed
by Daniel Kleinman
. noitulovE is the fifth television/cinema piece in the Good things
come to those who wait series, and its premiere marked the end of a four-year hiatus.
The advert and its similar campaign were a critical and financial success. It received
over 30 awards from professional organisations in the advertising and television
industries, and was the most-awarded commercial worldwide in 2006.

What makes Guinness different from other beers (taken from the Guinness website

Rival beers that are similar to Guinness:

Magic Rock Dark Arts Surreal Stout
Meantime London Stout
Wadworth Brewery 'Corvus'
Young's London Stout
Bath Ales Dark Side

Honda
narrative - getting rid of the old diesel engines and replacing them with better ones
presenting the product as environmentally friendly, clean & efficient
selling their product by saying theyve got a solution to our problem (to do with pollution)
diagetic sound- animated cartoon
Security
The advert is saying that if you have this engine. This advert has a covert message, that
honda has a solution to the worlds problems, that with their engine, itll help cut down
pollution levels and global warming
Personal Success
The bright colours in the advert show that the new engines will make your car journeys
easier and more enjoyable, implying happiness
Pride
The advert implies that having the engine will be something to be proud of and will
make you more successful
Sloth
the scene where it shows the engine making no sound implies that the owner of the car
wont have to do as much work to run the car, because the diesel engines have been
improved

Cresta Bear
quite a childish advert, loud sound effects to make the viewers laugh
makes ridiculous sounds, clucks like a chicken
The pitch of his voice changes through the advert when hes going crazy, this makes
him more human like by adding emotion
the bear says a lot of slang words, to connect with the target audience
consumer information for purchasing parents
the whole advert has diegetic sound except the last line now in 5 fruity flavours, its
frothy man, this is non-diegetic sound because its a voiceover, in a completely different
voice in a different accent, in a more formal voice, received pronunciation

Animated hand drawn

cel animation
polar bear character is given cool human characteristics, leans against wall,
wears sunglasses
predominantly black and white, only thing in colour is the bottle of cresta
significant product placement, product is in shot all the time, in CU or ECU
bear character in long shot
reacting to drink, movements are focused
direct address slang

Target audience
young parents 20s/30s
mainstreamers (film+celebrity)

Celebrity endorsement + intertextuality, coolness and character based on Jack

Nicholson + his performance in a particular movie
envy - jealous of crazy reaction
gluttony - greed for non essential fizzy drink
identification - want to be cool like him
conformity - if you dont have it youre not cool
Humor - ridiculous reaction makes you laugh

Iceland
The 2 females over power him and play on his shyness and introverted personality with
their demure and elegance. they continuously lean forward over the table, selecting the
range of delicious products to tempt him to taste and sample their treats. They
sandwich him between them so every way he looks or turns, one of them pounce into
his view
kerry and colleen are respected single mums, and regularly are interviewed on
television and in the press talking about their careers and their children. through all of
kerry's ups and downs, that have publicly been forced upon the nation, she has always
put her children first and made sure the public see this. Women in similar
circumstances will identify with kerry and see her as an iconic strong female who they
can relate to and also admire. Kerry has been transformed in the advert into an
elegant, stylish, sexy female who looks stunning equally so does Colleen dressed in a
sexy black dress with glitzy diamond jewellery. This could inspire the average low
income mum or female to believe they too can look as sexy and voluptuous whilst
hosting a christmas party that everyone will continue to talk about long after the event
and make them the hosts that everyone wants to be invited by.

It makes you jealous of the fun that everyone appears to be having and just how idyllic
and wonderful their house and family look like. It makes you remember the traditional
wintery films you used to watch at christmas time when you were younger and the love
and and excitement you used to feel at christmas time.

Iceland appealed to everybody with a low cost , varied range to suit all tastes, making
Posh Nosh readily and easily available for busy people with busy lifestyles enabling
them to throw parties to be proud of.
sex appeal - they make innuendos