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Good things come to those who wait.

First I heard of this was last night in a cab on Radio 5 Live, as they discussed how “ads don’t affect me” while talking about this ad costing 10 million pounds. Now, unless I’ve lost the plot, that’s two absurd comments together…

Firstly, it’s highly unlikely that this ad would cost £10 million to make. They may well be spending £10 million in total – between the production costs (making it) and media costs (running it). But that’s not remarkable at all… spending £10 million on TV advertising may be more than Guinness normally do, but it’s nothing in the grand scale of advertiser spends!

Secondly, the old “advertising has never made me buy anything” comment. What a beauty. As a wise cab driver once said to me upon hearing what I did for a living, “I don’t understand why people get so upset about advertising. It’s there to let me know, in the best possible way, what’s out there. It’s up to me if I buy it, but how will I know it exists if you keep quiet about it, eh?”

So, thank you Radio 5 Live!

On the good side, though, it did make me bother to have a look for it today… and I found this:

Click here if the embedded film isn’t working.

I don’t know if it has the surprise of the recent Gorilla ad, but it’s a beauty. “Cog” on an epic scale with an excited crowd involved along the way.

For those who want to get the full experience, you should start at the Guinness website and play the game to find the ad hidden online. There’s a prize involved and everything. Click here to get started…

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Good luck.