So if you... Now we're getting into the video portion. This is the part that's going to be difficult. So for listeners, tune into the video because we're going to talk about Guinness' move into the motion picture era. Let's see if we can make this work. I mean, it won't work, but, you know, okay. We have youtube.com slash watch slash... It sort of works. It kind of works. No, it's not working. in fact. Well, I'm watching it. Hold on. Everyone's got to watch it. I don't know what's going on. Okay. I mean, I'm in focus with whatever I'm watching. Even if you don't. I'll describe it for you. This is a happy sea lion stealing a zookeeper's Guinness. Your classic. My goodness. My goodness. So to prefigure a lot of this, this was Guinness moving into the proliferation of televisions in the home and like fighting the battlefield in the home um also there was changing habits of like people started drinking at home it was just like never really a thing before um a lot of this early stuff was people like david ogilvy you know this is mad men shit but their ideas like don draper's like smoking serious like What if we got a seal to steal his Guinness? Just guy in the sharpest suit you've ever seen being like, getting pissed in your house. I'm rake in the gaff! Smash up your own living room? I don't think you are all ready for how insane this is about to get, because this is the most normal ad that I've put in the entire thing. Yes. Okay. Hold on, let's see if we can do the next one. Oh my god. Oh, that truck is absolutely baller as hell. Oh, fuck, that rules. Yeah. we love a Land Rover Defender on this podcast I know I need to learn to drive first yeah learn how to drive so you can get a Defender 90 this is a thrilling industrial drama here when the crisis is over and the job well done a man deserves a real drink Guinness Stout original stout worldwide rich, robust and deeply satisfying man that guy just fucking pounded that shit that's really worth it Guinness stout is good for you I fully thought that was going to be like the pipeline transports the Guinness but no, no it's just like here's some guys working on a pipeline you know what's a fun thing to do after you finish fixing the pipeline slam an entire pint of Guinness it's good for you Sir Arthur Guinness is 17th is overthrowing a, you know, military dictatorship in Malaysia to install the Guinness Pipeline. The act of drinking a truck like that. Oh, these people need, like, some beryllium tools. Holy crap. Um... No, yeah, it is just, yeah, I was almost killed in the pipeline disaster. You were almost killed before recording this. How does it make you feel vis-a-vis Guinness? Pretty good. It makes me want to drink Guinness. Wow, I mean, that's your sort of guerilla marketing. Well, I guess so, yeah. I feel like it's good for you too, so... That ad was about, um, you know, Guinness in Malaysia, but this started kind of a arms race for ads, and what you're about to see is a Murphy's ad. Adore. Oh, Jesus, that's like two dozen of these. is this gonna get us this is gonna ruin fully just took the theme tune from seven samurai you The best of that is that at the end of it the samurai are all speaking in a cork accent oh boy why are they getting it from a bottle that's what i want to know so most of the time pre-draft and some people do prefer stout from a bottle it has a different texture and a slightly different flavor but it's like evoking it's like oh if samurai were in west cork what would they have they would have a pint of murphy's but this triggered an escalation in the advertising arms race of stout which made everything get real abstract and real weird would everyone like to go on to the next video which is called the dancing man okay hold on i gotta oh god i remember this one how the fuck do i remember this one it's super famous it's really really famous it won like so many awards it's like every so often guinness just decides to like prop up an entire industry whether that's canal transport or like marketing oh no but wait until there is an advert later on that i cannot wait to tell you who directed it oh i know this one sorry uh this is this is a trivium that i know why is he doing jimara kwae so this is to highlight the idea of like the two-part pour for guinness which is like an integral part of their brand identity that like it's about patience it's like oh you have to wait for it to pour correctly i do like the idea of going to a bar where the floors are all treadmills though i don't challenge drinking doing doing the virtual insanity loom to try and take an officer's service guinness so the next ad is i think one of the weirder ads and this is a if you want to hit play okay men and women shouldn't live together it's a metaphor just wait well sort of the message of this thing isn't it i mean bold anti-heterosexual stance i suppose i do support it i'm so happy that none of you have ever seen this before i i loved the 90s when every message about men was like men are disgusting pigs isn't that great being one i would have internalized anything from that shave and get drunk no don't shave she's already brilliant is he doing the anime girl toast mouth run again has said it's okay to be gay in 1995. i mean this is a very accurate depiction of uh you know gay relationships that like one of them them is a horrible disgusting man and the other is like I'm gonna clean everything looking at gay couple drinking pints of Guinness which one of you is the man and which one of you is the woman well listen after too many pints nobody's bottoming um so in the next one this is a even further escalation of the advertising war which I think is the single best beer ad that has ever been made. A lot of people say this was made up of production IG. Just hit play. Okay. This is a good one. Oh, fuck off. The production values are way too high on this one. What is that? The fucking Animatrix? Jesus. It's the future of Philadelphia. Yeah. It's a huge Liberty Bell. This is Dublin 3. So this is a callback to the seven samurai. How good was that? What did everyone think? That's a really good ad, yeah. A lot of people very apocryphally say that was directed by Mamoru Oshii who directed Ghost in the Shell. It wasn't. It was directed by Hiroyuki Kitokubo another anime director It is fucking insane And I love that every year someone will post it on whatever social media and it will immediately go viral. Yes. Why is that good? Like, no wonder. So in the next step, the 90s were really kind of the abstract, let's get weird with it. We have the pinnacle of it. The Guinness ad that won all of the awards directed by... could be art maybe. Yes. This one directed by the director of the Zone of Interest Jonathan Glazer. So now we close that loop with virtual insanity. It waits. That's what it does. It's a great ad. And they'll tell you what. This is evil. It's selling you poison. It's a great use of filmmaking for a commercial purpose. Yeah, we will eventually get to the ad that makes me cry every year, but we'll get there. Ahab says I don't care who you are, here's to your dream. The old sailors return to the bar. Here's to you, Ahab! And the fat drummer hit the beat with all his heart. Just some great moments in Anglophone waiting for a beer cinema up there with Ice Cold and Alex. This is before Kelvin made everyone queue up in a straight line. That genuinely something terrible happened there. Creeping Yankification. Yes. Oh god. So this ad won like every fucking war. And then we have Guinness moving into its... Great movies. That was incredible. This is Guinness' fun and silly era. I don't know, I'm seeing a black Guinness fan that I'm already terrified. I don't want to get spitzed. Saddam Hussein employed the Guinness quality team as his private security. The Guinness Republican. Oh God, it fully is the quality team. I'm terrified. The quality team check every single one. We know the way to everywhere. Martin, have you ever been to San Jose? San Jose? No wonder the Guinness is great. We know the way to everywhere. There is nowhere you can hide from us. There is a predator drone orbiting your pub at this moment. Including your home and your exact location. So if you want to go on to the next one, this is the Guinness Christmas time ad. This makes me cry every year as someone who, you know, doesn't live in their home country and misses it quite a lot uh hit play oh yes realize this isn't a very fun 10 minutes for audio only listeners after that i say Pull off the video. Pause. Don't forget to turn the lights off. even at the home of the black stuff they dream of a white one happy christmas yeah fucking terrifying asthma uh whisper at the end there yeah like without fail i will see that like come up on social media or on tv around this time especially for the past like couple years since I lived in the UK and I'd be like oh I'm about to cry but then Guinness realized oh we need to expand our audience outside of just white people so if you want to go to the next video and while you're watching that I'm going to go for four pulls of a cigarette so feel free to riff hold on I also have to use the restroom you I have to use the restroom God almighty God dammit Alright I be right back Oh they read the same magazine article about these guys as everyone else in the world did What? There was like one magazine article, I don't remember when, about the time this came out, I guess, about this subculture of guys in Congo. Saper. Like, the guys who get dressed up in the insanely hard fit. Yeah, what is it? The subculture is going hard as hell. Yeah, legit. Like, that is the actual subculture, is you work in like, I don't know, a metal foundry or an office all day, and then by night, you put on the absolutely sickest menswear. anyone has ever seen. And like, obviously all of these guys photograph incredibly, really lends itself well to like, that genre of portrait photography. And so everybody when they saw this kind of went nuts. And I guess Guinness pointed in on this as well. Drinking Guinness makes you as cool as these guys. We are the sappers. The Society of Elegant Persons of the Kung Fu. You see my friends, with every brace and every cufflink, we say I am the master of my fate. I am the captain of my soul I've never been as cool as these guys in my fucking life And I'm not gonna start just because I start drinking Guinness, you know? I've seen you pull off some pretty good fits Thank you I don't think you would look very good in multicolored menswear But I mean, it gets more of a constraint Oh, fuck, I gotta return some clothes I just ordered then Listen, you start dating a non-binary person again, and I listen, like, ultimately, like, this is going to be problematic of me to say. Some of the comments of the last video said, Nova's, you know, always insufferable when she opens her mouth about trans people, to which my answer is, and I said this in the comments, suffer anyway. The highest honor the trans femme culture can award is we see something about you and and we just steal that and incorporate that into our own styles. So I started dating a non-binary person, very into what I would describe as themswear. Themswear. Lots of kind of androgynous suits, lots of like necklaces, lots of scarves, lots of like colourful prints, and I'm like, yeah, I could incorporate that into my personality. I could just take that and make that mine. I could be a scarf girl. Yeah, exactly. And so, you know, I may be trying to get some sort of like frillier, lacier shirts on the go. I'm starting to get some like big prints. And, you know, we'll see how that works out for me. Possibly it'll be a disastrous era in my life. But you know what? It's not going to be the weirdest I've ever dressed in my life. So, you know, we shall see. My thing that I recommend highly is I love having like a regular, a couple of like loadouts of jewelry, so to speak. where it's like okay i look like shit i just rolled out of bed i can barely run a brush through my hair but if i throw on three bracelets a necklace and some good earrings people will look at me and be like hey wow she looks like made up it's it's a complete life hack i highly recommend it army in your perk layout so you can swap loadouts on the floor yeah carrying around like a little like clutch with a with a jewelry box inside it but like give me one second and then the little music starts playing as I open the box up I'm not going to be as cool as these guys but that's fine you know yeah the sapours are like really cool and it's part of the story that Guinness has decentralized a lot of their production in terms of globally so they have their second biggest plant in Lagos, Nigeria and it is fucking insane. It's so cool. Just, again, the weird kind of commercial impulses lead Guinness to become a massive beneficiary of somewhere. Canals, Nigeria, it just goes on and on. Yeah, I'm back. Where are we? We just finished talking about this slide. So next slide, please.
