Creative industry froths over fake Guinness ad
Dr Mumbo enjoyed a chuckle over the weekend seeing the global ad industry fawn over a very cleverly created coronation ad, created by the Irish Republic’s most famous export.
Though while soaking in Royal coverage, Dr Mumbo wondered why a brand so closely tied to a country’s identity would publicly celebrate Ireland’s least-liked family.
After some digging, Dr Mumbo can reveal the truth. The imagined coronation-nod from one of the most famous global brands actually spurred from the brain of Sydney-based designer and brand director at Jaywing, Anthony Smith.
Smith told Dr Mumbo that while he had secretly hoped his work would strike a chord with his LinkedIn followers, he didn’t anticipate it would make its way across the globe.
“I think I kind of deep down hoped it would get some traction, but I didn’t expect it to go as bonkers as it did,” he said. “I do feel like there’s part of it that just lived in its own ecosystem of LinkedIn and was just appreciated by the industry. It only really broke out onto Twitter and stuff because of a little bit of controversy with Ireland and the monarchy.”
The work was one in a series that Anthony and his Jaywing colleagues created in anticipation for the coronation, in some planned good PR for the agency. Dr Mumbo was also a fan of the team’s Corona execution. Perhaps the Mexicans are bigger fans of the British monarchy?
As to why the spot was picked up as legitimate, Dr Mumbo is not certain. Did the industry influencers behind the first rounds of accolades know they were promoting a ‘fake’ ad? It seems not…
From Guinness Good Things Come To Those Who Wait to JCDecaux Crowns, here are the best brand celebrations so far.
Adland’s royal rumble: how brands are marking King Charles III’s coronation 👑
View them all on The Drum: https://t.co/oGcv93t0f9#creativity #advertising pic.twitter.com/mHjCayQdkK
— The Drum (@TheDrum) May 7, 2023
As realisation washes over the industry that this “timeless and timely” creative execution is nothing but a well-made fake, Dr Mumbo is sure that Anthony Smith will remain pretty contented that his work had everyone fooled for a good few days.
Dr Mumbo.
Read Arthur Guinness’s history and that of the Guinness family. It’s not wildly separate from the royal family in the slightest.
You are just caught up in cliched understanding of the Island of Ireland.
Ian
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