Guinness "Tipping Point"

Last night, Guinness launched the most expensive TV ad in its 80-year marketing history with the help of AMV BBDO. "Tipping Point", a £10m spot, is a follow up in the 'Good Things Come to Those Who Wait' campaign, which will air in 30-, 60-, an 90-second spots. Directed by Nicolai Fugslig (director of Sony's "Balls" spot), the ad begins with 6,000 dominoes, leading on to objects such as books, paint cans, flaming hay bales, and cars.

Mr. Fugslig said the combination of the intricacy of the shoot, the high altitude location in Argentina and the use of hundreds of villagers made filming the ad the "biggest challenge" of his career to date.

"The ad is fundamentally a celebration of community," said Paul Cornell, the marketing manager for Guinness at Diageo GB.