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Clever Guinness Concept Ad Uses Negative Space To Encourage You To Stay Home
By Izza Sofia, 26 Mar 2020
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Image via Pitchayaarch Photography / Shutterstock.com
This clever concept Guinness ad is nothing short of wonderful.
The ad was created by copywriter Luke O’Reilly, who adopted the trend of invisible branding and incorporated it with a powerful message focused on fighting the coronavirus pandemic.
O’Reilly substituted Guinness’ signature creamy foam with the image of a comfortable-looking couch. With the use of negative black space, he plastered the old Guinness logo and its harp icon in the middle of the ad with a perfectly positioned phrase, “Stay at home,” at its foot.
The clever ad allowed viewers to fill in the space of the optical illusion with a full pint. Though many social media users normally weren’t too keen about the crisis being used as a marketing opportunity, they couldn’t help with this one, and it understandably made its rounds for the right reasons.
Twitter user Mark Gallo commented, “Even though I share the opinion that brands should lay low with coronavirus marketing—this is my favorite ad/message.”
Enjoy #StayingInn @OneMinuteBriefs @TheDrum@LoveYourNHS #PayItForward #StayAtHomeSaveLives pic.twitter.com/fQAGlAA3gK— luke (@redballoonluke) March 23, 2020
Damn, saw this online and thought this is a real Guinness ad. Kudos, good sir, kudos! pic.twitter.com/3GiMbrBdf1— pali (@77pali) March 24, 2020
Even though I share the opinion that brands should lay low with Coronavirus marketing - this is my favorite ad/message - pic.twitter.com/EcVvLzqI21— Mark Gallo®️ (@guhlo) March 23, 2020
Nicely done - @GuinnessIreland get this out there!— Sam Golden (@GoldenGatsby) March 24, 2020
[via Creative Bloq, opening image via Pitchayaarch Photography / Shutterstock.com]
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