TV still
Surfer
Guinness · 1999
- Agency
- AMV BBDO
- Campaign
- Good Things Come to Those Who Wait
Analysis
A surfer's face fills a black-and-white frame in Guinness's commercial. The film connects waiting for a wave with the brand's patience message.
Human anticipationVisual restraint
Why it worked
The close view makes waiting visible through a person. The restrained image gives the later spectacle a focused starting point.
Lesson
Make waiting part of the value when the product experience requires patience.