Guinness has spent big on its Made of More campaign, only to see the first ads meet with indifferent shrugs.
So hopes are high for the third part of the series, which is - but of course! - set in 1890s Bohemia. A generically Eastern European-accented narrator tells us of his ability to fiddle time - so tedious hours fly by, precious moments are savoured, and mishaps are avoided.
It’s beautifully produced (as you’d expect for the budget), and the time theme echoes the brand’s ‘good things come to those who wait’ push nicely. But the townspeople are dull archetypes, the ‘arty’ approach feels self-conscious, and the pay-off doesn’t make sense.
Still, it’s an improvement on that drippy ‘Cloud’ ad.