The latest advertisement for Guinness, titled 'The Fridge Magnet,' showcases the beer law of attraction. Shot in Buenos Aires, it features a lorryload of Guinness, which acts as a giant magnet for fridges from surrounding homes. The ad was created by Irish International BBDO.
This Guinness ad was aired in Ireland first, ahead of an international rollout, and offers a fresh twist on the standard definition of a refrigerator magnet.
Implications - The influence of television and print advertising is diminishing in the age of social media, blogging and viral videos. What this means for advertisers is that only the most creative, shocking and unseen ads have the potential to go viral and draw attention to a given product.
Super Magnetic Beer
The Guinness Law of Attraction
Trend Themes
1. Viral Video Advertisements - The diminishing influence of traditional advertising presents an opportunity for businesses to create creative and innovative viral video ads.
2. Experiential Advertising - Guinness' Super Magnetic Beer ad showcases the potential for businesses to create unique and immersive experiences to promote their products or services.
3. Unexpected Marketing Methods - The Fridge Magnet ad's fresh twist on a traditional marketing method emphasizes the opportunity for businesses to create unexpected and memorable ads to showcase their products or services.
Industry Implications
1. Beverage Industry - The Super Magnetic Beer ad's success highlights the opportunity for beverage companies to create captivating advertisements that stand out in a crowded market.
2. Advertising Industry - The changing landscape of traditional advertising presents an opportunity for the advertising industry to innovate and develop new and creative advertising methods.
3. Entertainment Industry - The increasing importance of viral video ads offers the entertainment industry an opportunity to collaborate with businesses to create captivating and shareable content.