Great Advertising, Like Guinness, Is Always Worth The Wait!
As millions raised glasses for St Patrick’s Day on Saturday, 17 March, there’s no better time to celebrate the legendary advertising legacy of Guinness.
The Irish stout, founded in 1759, didn’t produce a single ad for its first 170 years, but once it did in 1929—with the now-iconic slogan ‘Guinness is Good for You’—there was no looking back.
Since then, Guinness has delivered some of the most memorable and award-winning campaigns in advertising history.
1. ‘Round Up Your Mates’ (2012)
In this playful ad from Abbott Mead Vickers BBDO, a sheepdog expertly herds a group of friends past key locations, including their couch before a big game, all the way to the pub for a well-earned pint of Guinness.
The humorous spot captures the camaraderie and anticipation that come with sharing a drink with mates.
2. ‘Surfer’ (1999)
Arguably one of the most celebrated ads of all time, ‘Surfer’ depicts a Polynesian surfer taking on a towering wave.
Inspired by Walter Crane’s painting Neptune’s Horses, the cinematic masterpiece swept awards in 1999, winning at Cannes Lions, D&AD Awards, and the Clio Awards.
Devised by AMV BBDO, it remains a gold standard in storytelling and visual impact.
3. ‘Swimblack’ (1998)
Another standout from the ‘Good Things Come to Those Who Wait’ campaign, this ad features an ageing Italian swimmer racing against time to claim his pint.
Directed by Jonathan Glazer for AMV BBDO, the ad perfectly embodies Guinness’ slow-pouring ritual and the satisfaction that comes with patience.
4. ‘Sapeur’ (2014)
Bringing a fresh cultural perspective, this ad showcases the lives of the Sapeurs—the elegantly dressed gentlemen of the Congo.
With its vibrant storytelling and striking visuals, this campaign, crafted by AMV BBDO and supported by media agency Carat, highlighted Guinness’ unique ability to tell human stories beyond the pub.
5. The Timeless Genius of John Gilroy
No Guinness ad retrospective would be complete without honouring John Gilroy, the creative mind behind Guinness’ advertisements from the 1930s to the 1960s.
His whimsical illustrations, featuring the iconic Guinness Toucan, stout-drinking Ostrich, and mischievous sea lion stealing a pint, remain beloved classics that defined the brand’s visual identity for decades.
A Legacy Worth Toasting To
Guinness has consistently set the bar high for advertising, blending wit, storytelling, and visual artistry to craft campaigns that stand the test of time.
As we celebrate St Patrick’s Day, one thing is certain—just as a perfectly poured pint takes patience, great advertising, like Guinness, is always worth the wait.
