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Guinness - Bring It To Life - (2009) :90 (UK)

This evening a new 90 Guinness spot premiered on UK telly. A spot that had a "rocket scientist" on set working with the special effects team. A shoot that got so cold at one point while shooting the forest scenes in Canada, -30 degrees Celsius, that some of the trees actually snapped. "It took 45 women, 6 days to hand stitch the artificial grass" the trivia sheet doesn't mention how long it would have taken had they used men. (hardyharhar). Yes, it's a move away from ‘Good Things Come to Those Who Wait’, and it's not Noitulove, in ‘World’ hard working men bring the world to life in visuals that echo that surge and settle motion seen in a glass of the black gold after its poured. Marketing Manager, Paul Cornell said; “To mark the start of the Bring it to Life era, we wanted to create a truly amazing campaign which will graphically illustrate the life, energy and passion of the brand, its drinkers and found within every great tasting pint of Guinness.”.

Guinness launches its most ambitious ad yet. In a parallel with the way a pint of Guinness is created, the ad shows a group of men bringing "a world to life." Taking on the extreme challenge of creating this epic ad, Director Johnny Green recruited an elite team including Oscar winning set designer Grant Major and Oscar nominated Director of Photography Wally Pfisher.

Green comments; “This was one of the toughest and most exciting shoots I have worked on. The locations were so remote and extreme that it took days to even get to the site. From high altitudes to underwater shoots, freezing temperatures of -30 combined with the burning glare of the sun off of the snow, every element brought its own unique challenge. With only three weeks of shooting the team pulled together to create this incredible piece of work.”

http://www.bringittolife.tv/ is the website for the campaign.

It took 3 months of preparation before any filming began in Canada It took 45 women, 6 days to hand stitch the artificial grass 185 rolls of film were used for the NZ production, one of the largest uses of stock for a commercial filmed in NZ The glacier shot was filmed at 8,500 feet in NZ Driveable access to the river location in NZ was uninsurable for vehicles and it took 2.5 hours to cover 45km in 4WD vehicles The underwater shoot in Fiji took 3 days to complete It took 3-4 months to build the underwater fish scene and 2-3 weeks to build the winch which pulls up the trees The NZ team brought in a 20 ton off road crane for the rain spinners and portable dams for the rain effects

Client: Guinness

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smizzly_bob's picture

Yeah, it's stunning, but what does it have to do with beer?

guime's picture

I'll wait for this "bring to life" campaign to pass. Maybe good things will happen then.