The latest in a long line of blockbuster Guinness ads is about to hit UK TV screens. However, prior to its launch on national television, Guinness have released it onto the web. This follows a whole host of other advertisers who have decided to release their ads to an online audience first.

Brands (although not all agencies) are starting to realise the implications of the Internet on their media buying strategies and trying to reach mavens through viral ads before the rest of the world gets to see them.

Whilst this execution is enjoyable I'm not convinced it is in the same league as the iconic 'Surfer' or other classic Guinness ads of the past decade. The premise of this particular ad is 'good things come to those who wait' except this time the whole of evolution has been geared towards the perfect pint of Guinness.

Well shot and well directed the ad has high production values, but the story just isn't sticky enough or clever enough. Quite how this ad and the previous 'Moth' ad fit into a coherent brand strategy I'm not so sure.

Update: Absolut have also got into the act
Tags: Marketing, Guinness