It was one of the most talked about Guinness adverts ever and had revellers flocking to the floor to emulate the kooky, rubber-limbed dance moves of Irish actor Joe McKinney.
Fifteen years and numerous advertisements later the Dancing Man is preparing to strut back onto our screens to mark 250 years of the black stuff.
‘Anticipation’, which was first screened in 1994, became one of the most famous Guinness adverts ever with McKinney dancing around a pint of Guinness as he waited for it to settle. The appeal of the ad was further enhanced by its infectious soundtrack by the Perez Prado Orchestra.
The ad will make a much awaited comeback on screens across Ireland and Northern Ireland on Monday, March 9 as part of the Guinness Classic ads campaign which marks brewery giant’s 250th birthday and pays homage to 80 years of Guinness advertising campaigns.
Another iconic Guinness ad to return to our screens as part of the Classic ads campaign is ‘The Island’, more familiarly known as ‘Tá siad ag teacht’. '
Tá siad ag Teacht', the only line spoken in the advertisement, captured the imagination of Guinness drinkers and aired for the first time in 1977. It continues to be among one of the most favourite Guinness ads having won numerous industry awards including, the Silver Lion at the Cannes International Advertising Festival and a Clio Award and in June 1999. It was also voted Ireland's advertisement of the century in Marketing magazine.
Grainne Wafer, senior marketing manager at Guinness said: “Both ‘The Island’ and ‘Anticipation’ are two of our most loved and most talked about Guinness ads. As part of our Classic Ads campaign, which celebrates 250 remarkable years of Guinness, they will be making a welcome return to our screens this month.
“The reaction to our Classic ads campaign has been absolutely brilliant. We know that many people have been waiting for these ads in particular and happily, they will be aired this month.”
The first advertisement for Guinness anywhere in the world first appeared on February 7, 1929. It appeared in London’s Daily Express, devoid of illustration, with a number of wordy paragraphs.
This very mild beginning in the advertising world barely hinted at what would follow over the next eight decades of famously illustrious Guinness ads.