Anticipation (advertisement)
The poster advertisement for the Anticipation campaign
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| Agency | Arks Ltd. |
|---|---|
| Client | Guinness plc now Diageo |
| Running time | 60 seconds |
| Product | |
| Release date(s) | 18 May 1994 (IRE) 1995 (UK) |
| Directed by | Richie Smyth |
| Music by | Pérez Prado |
| Starring | |
| Production company |
Littlebird Productions |
| Country | Ireland |
| Preceded by | Chain (UK) |
| Followed by | Old Man (UK) |
| Official website | http://www.guinness.com/ |
Anticipation is an award-winning Irish advertisement launched by Guinness plc in 1994 to promote Guinness-brand draught stout. The advert, which appeared in print, posters, and cinema and television spots, was conceived by Liam O'Flaherty at Irish advertising agency Arks, directed by Richie Smyth, edited by Hugh Chaloner and starred the relatively unknown Irish actor Joe McKinney, as 'Dancing Man', the barman was played by Londoner Gordon Winter. It was the final part of the "Guinness Time" advertising campaign, which had been running in Ireland since the late 1980s.
The piece was hugely successful, increasing Guinness' sales, market share and brand awareness figures. However, controversy arose following claims of plagiarism raised by British director Mehdi Norowzian, who launched an unsuccessful lawsuit in 1998 seeking remuneration for the use of techniques and style from his 1992 short film Joy.
The low-budget ad featured only two characters: a patron of an unidentified pub and the barman serving him. The patron (McKinney) orders a pint of Guinness stout and, while waiting for the pint to be poured, carries out a series of quirky dancing movements with the settling pint in the foreground, to the amusement of the barman. The piece ends with the patron taking his first sip of the freshly poured pint overlaid by the Guinness advertising slogan "No time like Guinness Time". The advert is set to Guaglione by Pérez Prado, and makes heavy use of jump cutting from a static camera to allow the dancer to make a series of movements that could not be achieved in reality.
The distinctive jump cut editing techniques of Anticipation won the commercial a degree of critical acclaim and several awards from within the advertising industry, including the 1995 Institute of Creative Advertising & Design craft award for editing as well as a Gold Medal for editing and a Golden Shark award at the Kinsale International Advertising Festival.
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