# Apocalyptic Alcohol Ads The Guinness 'Dark Life' Advertisement Brings the World Together By Kamal Musharbash | Published 2011-01-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/guinness-dark-life References: [fubiz.net](http://www.fubiz.net/2011/01/05/guinness-dark-life/) & [guinness](http://www.guinness.com) The campaign for Guinness, 'Dark Life,' showcases an [apocalyptic commercial](https://www.trendhunter.com/trends/lime-light-campaign) where the dark sky is falling, and international cultures are congregating to [celebrate life](https://www.trendhunter.com/trends/legendary-stories). Guinness' thematic commercial portrays rolling clouds similar to beer foam, enveloping the world in bubbly goodness. The Guinness 'Dark Life' is quite deep, and its message is very poetic, donning the slogan 'It's Alive Inside.' Be sure to check out the Guinness 'Dark Life' spot, I guarantee it's of epic proportions. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 40% | Activity: 50% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Apocalyptic Marketing:** Exploring the use of apocalyptic themes in advertising campaigns across industries offers an opportunity for brands to stand out and create memorable marketing experiences. - **Global Celebrations:** Highlighting diverse cultural celebrations in marketing materials and campaigns offers an opportunity for brands to connect with a wider audience and showcase cultural appreciation. - **Poetic Advertising:** Embracing poetic and metaphorical messaging in advertising campaigns can make a significant impact on audiences and promote an emotional connection to the brand. ### Sectors Adopting This - **Alcoholic Beverages:** Incorporating unique and engaging storytelling into alcohol marketing campaigns can differentiate a brand in a crowded marketplace. - **Travel & Tourism:** Promoting global cultural celebrations in tourism marketing efforts can attract travelers looking for unique and authentic experiences. - **Film & Entertainment:** Incorporating poetic and apocalyptic themes into movie trailers and promotional materials can create hype around upcoming films and generate excitement among viewers. ## Related on Trend Hunter - [Irish Stout Campaigns](https://www.trendhunter.com/trends/guinness-unveiled.md) - [Personalized Pint Pop-Ups](https://www.trendhunter.com/trends/world-of-guinness.md) - [Illuminated Local Pubs](https://www.trendhunter.com/trends/light-up-your-local.md) - [Cookie-Supported Beer Campaigns](https://www.trendhunter.com/trends/levain-bakery1.md) - [Alcoholic Cold-Brew Coffee Drinks](https://www.trendhunter.com/trends/cold-brew-coffee-beer.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [Romantic Beer Campaigns](https://www.trendhunter.com/trends/lockdown-love-story.md)