Guinness has had a long vivid career in the history of marketing campaigns. Guinness's iconic stature owes much to its advertising which has been constantly adapted throughout the years to keep it fresh. Its crew of writers are award winning and often sweep the annual advertisement awards.
In 2007 Guinness's new advert "Tipping Point" cost an astounding $20 million to make. It is the most expensive and complex advertisement in the company's history. Director Nicolai Fuglsig said "It was a really tough job - from the remote, high altitude location to having to frequently reset thousands of props, as well as working with hundreds of villagers that had absolutely no understanding of acting or film making - nothing was easy,".
It takes place in the remote Argentinian town of Iruya (population 1,000). The cast is made up of local people, none of whom had ever appeared in front of a camera before.
The ad revolves around a giant game of domino's being played through the town. Over 24 hours of footage were captured during the filming, with only a minute and a half making the final cut. The tipping scenes were created by world record breaking domino experts Domino Domain. Setting up the first table of domino's took three experts two days, but it took them just 14 seconds to fall.
Objects that were toppled include
- 6,000 Dominos
- 10,000 Books
- 400 Tires
- 75 Mirrors
- 50 Fridges
- 45 Wardrobes
- 6 Cars
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