Guinness Dancing Can is the fun of irrepressible silliness – for grown-ups. It seems as though Guinness and AMV BBDO have decided that mad little ad spots are not solely for the enjoyment of Gen Z. The partners have reimagined Guinness’ famous 1994 advert, Dancing Man, to highlight how the Guinness Nitrosurge device puts the power of a perfect pour directly into consumers’ hands.
Dancing Can uses a stop-motion twist to capture the ritual of pouring a perfect pint of Guinness, featuring a dancing Nitrosurge can and device. Watching it breakdance on its head should remind you that there is joy in everything, even if it’s sometimes unexpected.
The 30-second film, directed by Johnny Kelly and produced by BAFTA-winning, Nexus Studios, was shot using a blend of live-action and stop-motion techniques. It is set to the same lively Guaglione track by Perez Prado used in the 1994 ad.
Watch the original:
Launched in Great Britain last year, the pocket-sized Nitrosurge device uses ultrasonic technology to create a surge of perfectly formed nitrogen bubbles delivering a smooth Guinness every time, everywhere.
Anna MacDonald, Guinness GB marketing director, stated, “We wanted to translate the excitement and desirability of the Nitrosurge device, that gives Guinness fans an enhanced pouring experience which delivers beautiful, great tasting Guinness, every time. It’s a true celebration of innovation, in a fun and engaging way.”
AMV BBDO creatives, Anzhela Hayrabedyan and Luca Grosso, added, “Whether it’s a person or a can, 30 years later, the excitement and joy of watching the liquid settle into the perfect pint of Guinness still rings true. The unique charm and craft of stop-frame animation was the answer to bring this emotion to life.”
Johnny Kelly commented, “The original Dancing Man video is one of my all-time favourite pieces of advertising, so it was a complete pleasure and terror to dance in its footprints. But I think our animator answered that conclusively. Our Guinness Can has moves I could only dream of.” The campaign will run across Great Britain on TV, online, and social platforms in various formats, including 30-, 20-, 15-, and 6-second versions
