My Most Immortal Ad: Sergio Lopez on Guinness' Chain
In the run up to this year’s Immortal Awards deadline, our global jury has been taking it in turn to select the ads and campaigns that have stood the test of time in their minds, revealing the reasons why they’ve stayed with them through the years as their Most Immortal Ads.
Sergio Lopez, global CEO of Omnicom Production, takes the opportunity to delve into the canon of Guinness advertising to select a '90s film that has a personal place in his heart.
The entry system for The Immortal Awards’ 2024 competition is now open. As always, entry is free for Little Black Book members and more information on how you can enter - and start your path to creative immortality - can be found at the bottom of the article.
Guinness - Chain
It might not be the best spot ever done, or even the best spot Guinness has ever done, but it is a very special ad for me. On my first day working at an ad agency (fresh from working on music and television) the head of production handed me the latest issue of Shots and Guinness 'Chain' was the first spot on the tape.
It is ingenious, clever, beautifully crafted, a cleverly simple idea that relied on exceptional execution, perfect choice of music. It also was the first ad that features a URL in the UK. Watching it today again stands the passage of time. Immortal (at least for me).
The Immortal Awards entry system is now open and entries into competition will be accepted until September 5th 2024. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here.
If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.
If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan (paulm@lbbonline.com) and Emma Wilkie (emma@lbbonline.com)
Thanks to our wonderful Immortal Awards partners
