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How to turn a negative into a positive [VIDEO]

by Jayne Myers on April 27th, 2012
Creative Services, Advertising

In this world of instant gratification, waiting is not seen as a good thing. Yet for some products, waiting is a requirement for their use and enjoyment. Take Guinness for example. A perfectly poured pint of Guinness requires that you wait exactly 119.53 seconds. So how do you turn this negative into a positive? In 1995, Guinness achieved just that. The Guinness “Dancing Man” commercial turned the “wait time” for a pint of Guinness into a funny and entertaining attribute. The ad became an instant hit. The ad’s theme music entered the Irish charts. And the “dancing man” himself became an overnight dancing sensation. Guinness genius at work, for sure. Enjoy!

 

 

 

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