One of the toucan posters from 1936 by John Gilroy to advertise Guinness. Illustrates how times have changed, there are so many rules/regulations that advertisments have to work comply with. – jess
“Guinness is Good For You”. The posters featured Gilroy’s distinctive artwork and more often than not featured animals such as a kangaroo, ostrich, seal, lion, and notably a toucan, which has become as much a symbol of Guinness as the harp. (An advertisement from the 1940s ran with the following jingle: “Toucans in their nests agree/Guinness is good for you/Try some today and see/What one or toucan do.”)
From ‘The Advertising Handbook’ by Sean Brierley
Guinness’ ‘Surfer’ TV commerical ran on TV in 1999, The ad fixes on the product’s USP which is that it takes a long time to pour. The end slogan is ‘Good things come to those who wait.’ This slogan draws on the history of Guinness advertising – a previous slogan was ‘Guinness is good for you’ – and emphasises the product’s USP. The commerical is estimated to have cost £1 million, but it also intended to position the Guinness brand as young, trendy and sophisticated. Guinness has traditionally been a drink for older men. The ad employs techniques of suspense, drama and closure and combines fantasy escape and nostalgia. It also borrows familiar imagery from popular TV commerials in the 1970s for Old Spice. – Jess
