Friday Head-Asplode: Guinness ad

Somebody please tell me this is not a real Guinness ad. Because I’d really hate to have to start boycotting it.

NSFW. Not safe for anyone. Triggers.

[via Sociological Images.]

Categories: gender & feminism

Tags: ,

32 replies

  1. Oh, that is so gross. I also hope it’s not a real ad, because I like Guinness.

  2. What the fuck? Even the music was disturbing and sinister if you’re the kind of person who looks at that and sees an unconscious woman being raped. I feel sick

  3. Oh no they didn’t !

  4. What is this shit. So much like the LG ad you pointed out here recently. Is it what the ad agencies disingenously call ‘viral’, ie made for youtube and therefore circumventing the usual checks?
    It looks professionally produced to me. Afraid that’s the end of Guinness.

  5. Shit. Festering shit from a cholera plagued region.
    It’s just possible that it’s something someone submitted to one of those “send us your ad ideas” schemes that various brands run every so often (young creatives with professional training often submit stuff along with the rank amateurs). Shit I hope so – I really don’t want to think that anybody associated with marketing Guinness actually signed off on producing that.

  6. I’m sceptical for three reasons:
    1. It’s not listed amongst the official ads at the Guinness website, where usually they’re scrupulous in promoting their own promotion.
    2. The slogan isn’t a Guinness slogan used anywhere else as far as I can find. As marketing this would be uncharacteristically wasteful.
    3. It’s so objectionable, as you’ve all pointed out. The Guinness brand is dependent on its niceness and wholesomeness, so it’s vital to them that their advertising uses whimsy, not shock or schlock.
    I will investigate further though. In the meantime, try a Southwark which is in any case deliciouser.

  7. try a Southwark which is in any case deliciouser.

    Not to get into the beer wars, but *splorf*. I’ll admit it’s a long time since I’ve tasted South Australian swill, though, so maybe they’ve improved.
    Mine’s a Little Creatures, or a home brew.

  8. Both very good choices, Lauredhel, with the relevant benefit of home brew being, of course, that you do all of your own marketing.

  9. OK having done a more comprehensive look around I’m quite satisfied this isn’t official Guinness marketing.
    1. The font used in this one is wrong, wrong, wrong.
    2. Guinness generally promote their own advertisements as commodities in themselves, to the point of selling their own posters on the website—they’re not promoting this one at all anywhere.
    3. The congnitive dissonance of Guinness and sex. To memory they’ve never used sex in marketing before, and it would be a big and “courageous” step.
    This is more their style. (Entirely safe for work, but may inspire you to destroy your whole office, set your furniture on fire and throw everything out the window).

  10. DD, I’m not 100% convinced, only about 85%. and I won’t be quite satisfied until I can find out where this piece of crap emanates from. That word viral again, you see.
    I’m writing an essay on advertising regulation in Australia and wondering where viral marketing fits into the scheme of things.
    If anyone’s got more info I’d really like to hear it. Meanwhile I’m going to write to Guinness and ask.

  11. I will be interested to hear of any response, Laura.
    I don’t know if you saw the very faked Volkswagen Car Bomb from a couple of years ago, either, but that showed how easy and cheap it is to reproduce “professional” production values.

  12. I’ll be interested to hear of any response, Laura.
    I don’t know if you saw the Volkswagen Terrorist ad from a couple of years ago, which was produced by amateurs and had to be disowned by VW. It’s an indication of how easy and cheap it is these days to fake professionalism.

  13. The kids are in bed, trying to settle, so I played it with the sound off – too distracting. Even so, I ended up with my hand over my mouth in shock.
    It just doesn’t even begin to be funny.

  14. I just wrote to Guinness to ask. I’ll let you know if they respond. The ad is sickening

  15. One tip-off that it’s a fake ad is a glitch in the graphics — if you look closely, you can see that “Share One With A Friend” was cut-and-pasted from an original with a black background, and that the background wasn’t trimmed away properly.
    I’d be very surprised to learn that it’s real.
    Brooklynites last blog post..

  16. I don’t hear her making a sound. It made me think she was going to be shown as dead, or gagged.
    Annas last blog post..I’m Special, Thanks For Asking

  17. I can’t get over how the men whose arms we see are shown as so uninterested in the woman’s comfort, let alone enjoyment, that they are requiring her to not spill the fucking beer as well as servicing them.

  18. Someone in the comments at Sociological Images said this:

    It is a a fake ad by the way. The guy who posted it on youtube said the following:
    “It only cost $320 for the ad. My equipment, 300 for the actress, and the rest for food and a six pack of Guiness… It really isn’t real. I shot the ad with no intention of sending it to Guiness because of the content. IT was meant to either make people laugh or get really disgusted. I rather people felt the former because that’s why it was made. Just for fun. “

    Still completely disgusting.

  19. I rather people felt the former because that’s why it was made. Just for fun.

    I like the way he realises it might disgust people but asks them not to be disgusted… Sorry, mate, you don’t get to choose how people feel!
    I’m glad it’s faked but still utterly disgusted and astounded that someone would think, seriously, to make this. I also think the fact that he paid £320 to make it (maybe not a huge amount, but hardly insignificant!) suggests that he was hoping to get noticed, possibly professionally. Frankly, I hope that he DID get noticed professionally – for permanent black-listing!

  20. Could Guinness force the video to be taken down? It seems like it ends up reflecting poorly on them.

  21. I like the way he realises it might disgust people but asks them not to be disgusted… Sorry, mate, you don’t get to choose how people feel!
    No, he gets off on you being disgusted, because it’s a demonstration of “because I can”. And he knows that any protests will be enjoyably smacked down by other commenters with the “get a sense of humour!” thing. He knows that even women commenters, who think that going along with woman-hating humour is part of being a good sport and not one of the hairy-legged feminists™ , will show their superior feminine performance by going the “get a sense of ‘umour!”
    THat’s how it works, having read the Nicu thread, my thread about the revolting cat joke and many others over the years.

  22. Wow. The really unpleasant side of the brave new world of the produser.
    I’m relieved to hear it’s one loser’s idea of cleverness. No particular fondness for Guinness, but if they’d authorised it then it becomes something a lot of people see no compelling problems with (as int he case of the LG secret stalkerphone ad)

  23. shown as so uninterested in the woman’s comfort, let alone enjoyment, that they are requiring her to not spill the fucking beer as well as servicing them.

    I gravely fear that “uninterested in her comfort” doesn’t cover it; I read this as constructing an audience that thinks it’s funny to see a woman being degraded, possibly grossly so, and whose hatred and contempt of women is barely hidden below the thinnest and most transparent surface. The produser (oh I love it, hadn’t seen that term before) dude’s response reinforces that. Like so many other things, this makes me think of the moment in The Children’s Bach when Elizabeth reads the “joke” in the bar — ‘They do hate us, she thought.’

  24. I agree that “uninterested in her comfort” doesn’t go far enough as a way of understanding this, but what concerns me most is still a sort of fundamental indifference towards women in the context of men interacting with other men. That indifference – which I hope, perhaps optimistically, is more widespread than hatred, even of the unconscious kind – implicitly justifies hatred in others. There are so many positions of complicity that men still find much too comfortable. To transform the “they” in Garner’s formulation to “some of them” should be the first step for us pro-feminist men.

  25. I’m also glad to hear confirmation on the fakendess—though my concern as Devil Drink was naturally for the brewery and brand, whose interests are also my own. I’m offended by the attempt of an unfunny amateur to piggyback on the marketing of a beer company who’ve eschewed the usual beer advertisement T&A over decades, and who have a track record of doing the right thing in alcohol promotion.
    I’m sorry about yesterday’s double-entry (11 and 12), if either moderator can be bothered, one of them can probably be sent to the Internet Hell of Deleted Comments.

  26. I got this back from Guinness
    Thank you for your recent email regarding the video on You Tube.
    This is NOT a genuine GUINNESS advert, and we are investigating who is responsible for this tasteless and offensive advertising.
    We thank you for bringing this to our attention.
    Kind Regards,

    So they know and are doing something about it

  27. Kudos to Guinness for a rapid response, and for saying “offensive” and not just “tasteless”.

  28. I’m so glad to hear that it’s not real. I’d hate to’ve banned Guinness from our household, as the husband is rather fond of it, but that ad absolutely horrified me. “Share one with a friend” made my skin crawl because of the creepy double entendre. It’s like, “Yes, you are a thing made to service. Why so serious about it?”

  29. ‘Produser’ I think is Axel Bruns’s coinage.

  30. I thought for a moment there they might have branched into ‘speciality advertising’ where ads would be targetted for specific market segments (in this case an online or cable porn channel).

  31. Share “one” with a friend too…a woman=a pack of cigarettes, a bottle of guinness, not human, a product to use and discard, worthless except for what you and your mates get “out” of it, utterly expendable.

  32. Good news! As the note above revealed, this ad is illegitimate, and Guinness/Diageo (their marketing company) have gone to the YouTube comments thread, publicly disavowed the ad as unacceptable and demanded that it be taken down.
    via Shakesville, where Melissa says:

    Given the quality of the adverts that serve as the basis for this series, I’m not sure I would have been suspicious if it had been another beer brand. It was only because Diageo has made an effort not to use misogyny to sell Guinness that my antennae went up. That’s how notable a commitment to responsible marketing really is.

%d bloggers like this: