Is ‘Made of More’ bollox? I may be slow but when the cloud was floating over NY I didn’t get the metaphor/analogy/fairy tale of the brave little cloud with the big heart/golden lining. Then I saw a few print ads which indicated it was about the drinker not the drink (the spider not the fly?) and that Guinness drinkers are a bit special because Guinness is a bit special.
‘Good things come to those who wait’ is obviously easier to understand and is a statement about the product as well as a springboard for creative executions, from the swimmer to the snail to the surfer. ‘Made of more’ is a hanging comparative, and could be one of those sports sayings like giving ‘110 per cent’ (unless more has suddenly become a noun).
http://www.youtube.com/watch?v=URxLYupra5s
Nevertheless, there have been some terrific Guinness films and they have always been great to look at, brave little cloud being no exception. I think the new wheelchair basketball spot (below) is unexpected on first viewing, well shot, and moving (and American) – and surely a departure from all that has gone before by personalising the drinkers.
I imagine we can now expect human stories of ‘going the extra mile’ – to get that cliche out of the way – rather than spiders and clouds and clocks, but still ‘Made of More’. Unless there are two strands to the campaign- an American emotional one, and a British intellectual, metaphorical, more lateral one. A campaign that is made of more, as it were.
http://www.youtube.com/watch?v=xwndLOKQTDs
But there is more and another thread, if thread of MOM it is. This is the link to Oxford Uni’s Psychology Professor Robin Dunbar’s research that shows the benefits of friendship, especially to men, and not through social media but face – to – face participation. Spending the money to place this sponsored research in the Jonathan Ross show is brave, novel, and interesting, even if just to find out what was going on.
http://www.youtube.com/watch?v=E39fvn6O0JA
Cheers.
Friendships as defined by Oxford’s Professor Robin Dunbar, back in the day.