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Dreamer (Guinness)
Encyclopedia
Dreamer is an integrated advertising campaign launched by Diageo
in 2001 to promote Guinness
-brand draught
stout
in the United Kingdom
. It is the fourth piece of the Good things come to those who wait
campaign, following on from Swimblack
, Surfer
, and Bet on Black
. As with the previous pieces of the campaign, Dreamer was handled by advertising agency
Abbott Mead Vickers BBDO
and comprised appearances in print, posters, and television and cinema spots. The centrepiece of the campaign was the sixty-second television and cinema commercial directed by Jonathan Glazer
, who had also directed two of the three previous ads. Post production work was completed by The Computer Film Company which animated the squirrel sequence. The piece was premiered on SKY television
on 6 April 2001, appearing on terrestrial television
channels the following day.
Dreamer was a middling success, with Guinness sales figures
and market share
holding steady during the period that the piece was broadcast, but failing to improve figures in the same way that earlier pieces of the campaign had achieved. It was to be the final piece of the Good Things campaign for several years, as Diageo made the decision to pursue more pan-European campaigns through the first half of the 2000s.
Diageo
Diageo plc is a global alcoholic beverages company headquartered in London, United Kingdom. It is the world's largest producer of spirits and a major producer of beer and wine....
in 2001 to promote Guinness
Guinness
Guinness is a popular Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin. Guinness is directly descended from the porter style that originated in London in the early 18th century and is one of the most successful beer brands worldwide, brewed in almost...
-brand draught
Draught beer
Draught beer is beer served from a cask or a pressurised keg.-History of draught:Until Joseph Bramah patented the beer engine in 1785, beer was served directly from the barrel and carried to the customer. The Old English word for carry was dragen which developed into a series of related words,...
stout
Stout
Stout is a dark beer made using roasted malt or barley, hops, water and yeast. Stouts were traditionally the generic term for the strongest or stoutest porters, typically 7% or 8%, produced by a brewery....
in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
. It is the fourth piece of the Good things come to those who wait
Good things come to those who wait
"Good things come to those who wait" is an advertising slogan used by Diageo in television, cinema, and print advertising campaigns promoting Guinness-brand draught stout in the United Kingdom. The slogan formed the cornerstone of advertising agency Abbott Mead Vickers BBDO's successful pitch to...
campaign, following on from Swimblack
Swimblack
Swimblack is a 1998 advertisement for Guinness-brand draught stout broadcast in the United Kingdom. It is the first in the Good things come to those who wait advertising campaign created by Abbott Mead Vickers BBDO who had won the Guinness account from Ogilvy & Mather in January 1998...
, Surfer
Surfer (Guinness)
Surfer is a critically acclaimed integrated advertising campaign launched in 1999 by Diageo to promote Guinness-brand draught stout in the United Kingdom. The cornerstone of the campaign is a television commercial, originally 60 seconds long, which centred around a Polynesian surfer...
, and Bet on Black
Bet on Black
Bet on Black, occasionally referred to as "Snail Race", is an advertising campaign run in 2000 by Diageo to promote Guinness-brand stout in the United Kingdom. The piece, directed by Frank Budgen, follows a snail race taking place in a town of Latin American appearance...
. As with the previous pieces of the campaign, Dreamer was handled by advertising agency
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services...
Abbott Mead Vickers BBDO
Abbott Mead Vickers BBDO
AMV BBDO is an advertising agency that works with over 85 brands, including BT, BlackBerry, Sainsbury’s, Aviva, Walkers and Mars. AMV identifies and addresses business challenges for its clients with integrated campaigns, incorporating digital, social, experiential, print or broadcast...
and comprised appearances in print, posters, and television and cinema spots. The centrepiece of the campaign was the sixty-second television and cinema commercial directed by Jonathan Glazer
Jonathan Glazer
Jonathan Glazer is an English director of films, commercials and music videos.-Biography:After studying theatre design at Nottingham Trent University, Glazer started out directing theatre and making film and television trailers, including award-winning work for the BBC...
, who had also directed two of the three previous ads. Post production work was completed by The Computer Film Company which animated the squirrel sequence. The piece was premiered on SKY television
British Sky Broadcasting
British Sky Broadcasting Group plc is a satellite broadcasting, broadband and telephony services company headquartered in London, United Kingdom, with operations in the United Kingdom and the Ireland....
on 6 April 2001, appearing on terrestrial television
Terrestrial television
Terrestrial television is a mode of television broadcasting which does not involve satellite transmission or cables — typically using radio waves through transmitting and receiving antennas or television antenna aerials...
channels the following day.
Dreamer was a middling success, with Guinness sales figures
Sales (accounting)
In bookkeeping, accounting, and finance, Net sales are operating revenues earned by a company when it sells its products. Revenue are reported directly on the income statement as Sales or Net sales....
and market share
Market share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
holding steady during the period that the piece was broadcast, but failing to improve figures in the same way that earlier pieces of the campaign had achieved. It was to be the final piece of the Good Things campaign for several years, as Diageo made the decision to pursue more pan-European campaigns through the first half of the 2000s.
Additional credits
- Account Executive: Clive Tanqueray
- Executive Creative Director: Peter Souter
- Creative Director / Copywriter / Art Director: Walter Campbell
- Director of Photography: Dan LandinDan LandinDaniel Landin, born 1962 in London, is a British cinematographer. He has filmed various music videos, including ones for Coldplay, Kylie Minogue, Oasis, Franz Ferdinand and the Zutons...
- Production Designer: Chris Oddy
- Editor: Sam Sneade, Sam Sneade Editing, London
- Sound Design Company: Wave Studios, London
- Sound Designers: Johnnie Burn / Peter Raeburn
- Music Production Company: Soundtree Music, London
- Music Arranger: Peter Raeburn
- Animation Company / Computer Graphics: The Computer Film Company, London
External links
- "Dreamer" video and commentary at the Framestore CFCFramestore CFCFramestore is a British Oscar-winning visual effects company based near Oxford Street in London. Formed in 1986, it acquired the Computer Film Company in 1997. The company works across several different areas of the media: feature films, commercials, music videos, feature animation and digital.The...
website.