GUINNESS

CHALLENGE

To create an ad for Guinness that can not only just target African American male drinker as potential consumer.

CONCEPT

The idea of the ad is based on the existence of a distinctive moustache representative of a singular cultural group growing on an iconic woman of the same particular group. Guinness as a source of "Myojo" for that to happen.

CONTEXT

Digital Imaging Scheme.

This idea can be useful for stout, draft beer of any kind that is male-centric and not too generic.

Imagine a female drinker growing moustache after having a pint of Guinness, what is going to happen to a male drinker. There is no compromise on the masculinity as explained by the "Myojo" premise above. Now, how about Guinness "Myojo" as a source of inner strength for accomplishing goals, overcoming obstacles and achieving eventual success! Wow! Can you beat that?!

Instead of targeting the African American male drinker in a direct way, why not try reverse psychology by targeting the female population in a Guinness ad meant for the male drinker as primary target audience. The fringe female audience here will be consumed by the idea of the ad that it takes a confident, secure and sexy woman to have a pint of Guinness. Even if it does not happen, Guinness is not going to lose anything except its "Myojo". But what if it happens?

Date of idea: March 2006

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