Guinness gives ads an Extra Cold twist

Guinness has revisited some of its classic ads over the last ten years for a new campaign for Guinness Draught Extra Cold.

In the £3.5m campaign the Diageo-owned brand has taken adverts such "Surfer", "Anticipation" and the "Pure Genius" series starring actor Rutger Hauer, and given them a twist to fit in with the Extra Cold message.

For example, where the surfers once waited for the perfect wave and stormed through it, they now run up to the water's edge and turn around because it's too cold.

Plus, the famous dancer from the "Anticipation" advert now sports a big jacket and appears to have turned into an Eskimo (pictured)​.

The ads will run through June and July, with the many of ads running in the breaks between Euro 2004 matches.

Nick Robinson, marketing director for Guinness, said: "The campaign has all the qualities you would expect from Guinness advertising with an enormous amount of wit, that we know from research will be loved by our consumers."

This announcement follows the news that, according to the latest statistics released by AC Neilsen, there has been a five per cent increase in sales volumes for draught Guinness in the period leading up to March 2004, compared with the same period last year.