Guaglione

• Client – Guinness
• Agency – Arks
• Brand – Guinness
• Title – Anticipation
• Song – Guaglione
• Artist – Perez Prado
• Year – 1995

“I’m going to choose an ad from my youth, before I knew anything whatsoever about advertising.

“It's the Guinness spot, Anticipation, which features the dancing man.

“As an ad it is very good, but what was amazing was the effect it had on the spotty teenage me and my spotty teenage mates. Every Friday night, down in our local, we'd wait for this track to come on the jukebox so that we could all dance around like looniess for two and half minutes.

“We were young oiks, developing our tastes in alcohol and a lot of other things. We spent a good part of our night out with Guinness, which is probably the holy grail for beer brands.”