What is the advert?
The ad is for Guineas, a beer company which is famous for its slogan “good things come to those who wait”. The ad depicts a group of men going out surfing, defeating a powerful wave, and feeling triumphant afterwards, even taking a Hercules like stand while looking out to the ocean. The water is overlapped with horses and it depicts the wave as being strong and a force of nature.
It promotes strength, reward and working hard. The advertisement is also in black and white, which makes the sea look like Guineas the beer, of the dark liquid and white head (as later shown by a pint of guineas at the end of the ad).
Who is the Target Audience?
The target demographic of this ad is middle aged men, and the psychographic is people who value strength and those that like to drink alcohol, specifically beer. The social and economic target audience is D and C2, which means unskilled, and skilled manual laborer's.
When was the ad aired / when you expect it to be aired?
I would expect this ad to be aired during prime time and the 9pm watershed. Due to the advert showing and depicting alcohol use and promotes alcohol, so therefore it would be placed on a 9pm watershed to not have kids exposed to adverts about alcohol, and so their target audience, adults (specifically adult men), will be more likely to see it as adults tend to watch TV more after 9pm.
What form does the ad take?
A stand-alone live action advertisement, some parts of it are filmed to remind you of a sports documentary, or a road trip movie, with at the end the camera freezing on certain frames to make it look like a photo is being taken. It also illustrates how memorable of an experience this was that its being presented like photos, and then when it shows the beer, it implies that Guinness helped create that memorable moment for them.
What style is this ad / what persuasion techniques were used?
The advertisement is in black and white to make it look more vintage and moodier, it also makes the advert look more adult and dramatic. It also makes it stand out more from other adverts, as most adverts are bright and fast pace, while this one is black and white and slow, which also gets the message of their brand across of “good things come to those who wait.”
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