The 60-second piece formed the cornerstone of a £15 million advertising campaign targeting men in their late twenties and early thirties. It was the first of a series of ads to be released in the UK, with a total budget of £1.3 million. It is the most successful of all the ads, and has been watched more than 1.5 million times on television and in the cinema.
About NoitulovE in brief
noitulovE is a British television and cinema advertisement launched by Diageo in 2005 to promote Guinness Draught stout. The 60-second piece formed the cornerstone of a £15 million advertising campaign targeting men in their late twenties and early thirties. The commercial shows, in reverse, the adventures of three characters who evolve from mudskippers to present day humans before tasting Guinness in a London pub. The advert and its associated campaign were a critical and financial success. It received over 30 awards from professional organisations in the advertising and television industries, and was the most-awarded commercial worldwide in 2006. It premiered on British television on 3 October 2005, and is the fifth televisioncinema piece in the Good things come to those who wait series, and its premiere marked the end of a four-year hiatus. It was voted the “Best Advert of All Time” by the British public in 2002, and the critically acclaimed Surfer, voted the best Guinness advert of all time, was released the following year. The strapline for the commercial is: “Good thingsCome to Those Who Wait” The commercial ends with a transition to a product shot of three pints of Guinness accompanied by the straplines: “The Longest Wait” and “Good Things Come to Those who Wait” It was the first of a series of ads to be released in the UK, with a total budget of £1.3 million. The campaign was a major success, and Guinness reported that its year-on-year earnings within the region had noticeably increased.
The impact of the campaign was such that during a period in which the UK beer market experienced a substantial decline in revenue, Guinness achieved its highest-ever volume and value shares and became the market leader within theRegion. The next three years were spent trying to find a new theme for the campaign. A number of ideas were put forward, including Swimblack, Bet on Black, and a new angle on the Good Things That Come To Those That Wait theme. Several new stralines were tried out over the next three. years, including “Believe A story of darkness” and “Believe in the power of light” The new marketing strategy did not prove particularly successful, and in 2004 the adverts were presented with the choice of coming up with a choice of either a theme to appeal to the 18–35-year-old British male demographic or a new appeal to a new audience. From this concept, the advert would show three individuals waiting 50,000 years before taking their first sip of Guinness, compressed into a 50-second timeline into a timeline of 50 seconds. The final version of the advert was released in 2005. It is the most successful of all the ads, and has been watched more than 1.5 million times on television and in the cinema. It has also been voted the most popular Guinness advert in the world, with more than 100,000 views on YouTube and over 1,000,000 shares on Facebook.
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