The 5 greatest Guinness ads of all time.

In the spirit of St. Patrick’s Day, it’s only right to pay tribute to Guinness as one of the nation’s favourite drinks and to the ads that have kept the brand at the top of its game. From surfers to fish on a bicycle, let’s look back at five unforgettable Guinness ads that prove good things really do come to those who wait.

If there was a hall of fame for ads, “Surfer” would be front and centre. A lone surfer stands in the water, waiting for the perfect wave. At the same time, white horses crash through the ocean as a breathtaking metaphor for patience and power. The heartbeat-like rhythm and the “tick follows tock” narration captures the essence of Guinness as a drink that is poured slow and steady but worth the wait. Paired with Leftfield’s electrifying soundtrack, it’s no wonder this one is etched into advertising history.

Evolution in reverse, because why not? You might have seen our previous blog, where we highlighted “NoitulovE” as an ad that didn’t need a script to convey a brand’s message. It does precisely that, as it takes you on a journey through time where three friends sip Guinness while evolve backwards. From modern-day lads to cavemen and eventually to mudskippers, it’s a wild ride with the message: good things take time, just like Guinness’ dark, stouty goodness.

Guinness has never been shy about breaking the mould and “Fish on a Bicycle” is proof of that. Inspired by the phrase “a woman needs a man like a fish needs a bicycle,” this ad flips stereotypes with bold visuals and a surreal twist. It’s quirky, memorable and perfectly aligns with Guinness as a brand that stands for individuals who embrace the unconventional.

After the isolation of the COVID-19 pandemic, Guinness returned with a hug in the form of an ad. Unlike prior Guinness ads, “Welcome Back” isn’t flashy but heartfelt. It uses the simple act of drinking a Guinness to symbolise connection, friendship and the joy of being together again. Every handshake, every smile, every shared laugh is a reminder that some things are worth the wait. And just like a good stout, they’re better when shared.

“Made of More” is all about mental strength and resilience. This ad follows a group of wheelchair basketball players, showcasing grit, resilience and camaraderie. Its focus on struggle and triumph reinforces Guinness’ brand message. Guinness isn’t just selling itself here – it’s championing those who rise above adversity and are truly made of more.

Guinness’ greatest strength is not being connected to one single emotion or ideal, which means the brand can flex from humour to heartfelt with each ad its produces. This ultimately opens the door to best-in-class creative storytelling and out-of-the-box thinking.

If you’re looking for an agency that can craft an ad as bold and memorable as Guinness’, let’s talk.