A new Guinness TVC from AMV BBDO London introduces a new tag line for the brand – Bring It To Life.

Love the spot in many ways. An epic production that depicts a group of strapping men physically bringing life to barren places. We see them cracking open the earth, bringing fishes, birds to life. It captures optimism and energy that is so needed in a world which is so full of doom and gloom these days. It’s a joy to watch. The campaign had ditched the well-known Guinness tag line ‘Good Things Come to Those Who Wait’ which has been in use for the past decade.

The original idea behind the slogan was to turn around the negative consumer opinion of the length of time required to correctly pour a pint of Guinness from the tap (119.5 seconds), as well as to encourage bartenders to take the time to do so. However, in this day and age, ‘waiting’ probably does not resonate with the consumers anymore. With advertising campaign performing more and more as an integrated platform, the proposition has to work well across different medium. Imagine when you are surfing on the net and a Guinness banner pop up saying ‘Good Things Come to Those Who Wait’ – how ironic!

Peter Drucker once said ‘if leaders are unable to slough off yesterday, to abandon yesterday, they simply will not be able to create tomorrow.’ Thumbs up to the team who took the decision to reinvent the proposition. I like to see the Guinness brand getting even closer to the younger audience in the next step, that’s really what they need to think of in order to secure the future.