Rube Goldberg says, “good things come to those who wait.”

It starts innocently enough: in a small village, a man setting up dominoes as the crowd patiently awaits. But then the dominoes turn into books and the books turn into clocks and then mattresses and as the falling objects roll on, the objects get bigger and bigger, before finally ending with cars.

The village cheers. Well, we won’t give away the conclusion but this is the latest ad from Dublin brewery Guinness. It’s how advertising should be. Since you know it’s for Guinness, you can image the payoff in the end.

The advert, part of a ?10 million campaign, was directed by Nicolai Fuglsig, who was behind the Sony Bravia “balls” commercial.

“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 who had absolutely no understanding of acting or film making,” he said.

The advert took a week to film, with some of the sequences having to be reshot up to 15 times.

Setting the dominoes on the table at the start of the advert took a team of three experts two days, but it took just 14 seconds to topple.

Paul Cornell, the marketing manager for Guinness, said: “The ad is fundamentally a celebration of community.

“It shows an entire village coming together to create an awe-inspiring spectacle of toppling objects.”

We couldn’t have said it any better ourselves. (via: Boing Boing)

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