And the award for best performance by a cloud in an advertising campaign goes to … the Guinness cloud, which shows astonishing range (several miles, at least, as it drifts across the sea into town) in this extremely well-crafted and self-consciously cinematic effort by AMV BBDO and director Peter Thwaites. Our hero glides among the concrete canyons, gains sentience somehow and provides a much-needed downpour to help firemen below—all to illustrate the tagline, "Made of more." Some commenters have fussed that unlike past Guinness blockbusters—such as the time-tripping "Noitulove" and the more recent "Round Up Your Mates" with the border-collie sheepdog—"Cloud" insufficiently links its evocative visuals and ethereal story line to the beer itself. Ah well, clouds are always insubstantial. The spot's pure fluff, but its airy by design and intended to generate buzz around the brand rather than attempt a hard sell. For a puff piece, it's pretty darn impressive. See some new print ads from the campaign after the jump.
CREDITS
—TV
Agency AMV BBDO
Copywriter Alex Grieve
Art director Adrian Rossi
TV producer Olly Chapman
Director Peter Thwaites
Production company Gorgeous
Post production The Mill
—Print
Photographer Nadav Kander
Retouching We Folk
Model making Swell New York
Copywriter Mike Sutherland
Art director Ant Nelson
Producer Kirstie Johnstone