New Guinness advert: Giant domino villageBy Nicole Martin, Digital and Media Correspondent
Last Updated: 3:20am GMT 09/11/2007
From the moment Guinness used a Toucan to promote its dark stout, the brewery's adverts have always been iconic. Its latest and most expensive one, which will be shown tonight for the first time, is no exception.
Shot in an Argentinian mountainside village, it features a game of dominoes which escalates to include suitcases, tyres, oil drums, fridges, wardrobes and cars.
Proving that "Good Things Come to Those Who Wait", it culminates with the pages of 10,000 books flipping open to create a giant pint of Guinness. The advert, part of a £10 million campaign, was directed by Nicolai Fuglsig, who was behind the Sony Bravia "balls" commercial.
He described his latest project as "the biggest challenge of my career to date".
"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."