Time stands still in the new Guinness commercial.
Shot in black and white, Guinness orchestrates a vintage European war time scene and executes a nostalgic, aspirational narrative perfectly. The commercial's narration focuses on clocks and their ability to be more than simple time tellers. What if a clock could speed up to make time go faster during periods of hardship? What if a clock could slow down to make "moments less momentary?" Finally, what if a clock could rewind time to allow us to adjust our decisions and avoid a tragic result?
All of these things, of course, are not achievable with today's clocks, which is exactly the point of this Guinness commercial. It all comes together at the end when the slogan appears "Do we strive to be ordinary or do we strive to be made of more?"
What's Driving This Trend
- Nostalgic Advertising
- Disruptive innovation opportunity: Explore creative ways to tap into nostalgia and evoke emotional connections with consumers in advertising campaigns.
- Aspirational Narratives
- Disruptive innovation opportunity: Develop narratives that inspire and challenge viewers to think beyond their current limitations, creating a sense of aspiration.
- Time Manipulation
- Disruptive innovation opportunity: Explore advancements in technology or concepts that allow for the manipulation of time, enabling unique experiences and possibilities.
Who This Affects Most
- Advertising
- Disruptive innovation opportunity: Incorporate nostalgic elements and aspirational narratives into advertising strategies to captivate audiences and differentiate from competitors.
- Film and Television Production
- Disruptive innovation opportunity: Experiment with storytelling techniques that blend nostalgia and aspiration, creating compelling and memorable cinematic experiences.
- Clock and Timepiece Manufacturing
- Disruptive innovation opportunity: Research and develop new technologies that can manipulate time, providing unique functionalities and experiences to users.
