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Tipping Point - The Most Expensive Guinness Ad Ever

Advertising, Illustration

Posted by Gavin Lucas, 8 November 2007, 18:22    Permalink    Comments (12)

toppling cars
The domino effect in full swing: a scene from the new Guinness ad, Tipping Point

Tipping Point, the most expensive Guinness ad ever made – written by Abbot Mead Vickers BBDO and shot by Nicolai Fuglsig – is due to premiere tonight on ITV1 at 8.30. Shot up an Argentinian mountain, the ad shows a community coming together to create the mother of all domino-toppling spectacles.

Essentially, it's Honda's Cog ad to the power of ten (although it feels more Fischli & Weiss than Weiden & Kennedy). First we see dominoes toppling, then books, paint pots, barrels, then tyres rolling down hills, fridges toppling over, cars, wardrobes and a whole host of objects (even bread sticks) topple over until they reach a tower of books shaped like a pint of guinness - the final piece in the chain reaction.

start of domino sequence

domino sequence

Objects toppled include 6,000 dominoes, 10,000 books, 400 tyres, 75 mirrors, 50 fridges, 45 wardrobes and six cars.

“Shooting this was the biggest challenge of my career to date," says director Nicolai Fuglsig. "It was a really tough job - from the remote high altitude location to having to frequently reset thousands of props, as well as working with hundreds of villagers that had absolutely no understanding of acting or film making – nothing was easy. Despite all the challenges, the cast was fantastic and it was a really amazing experience.”

pint shot

CR readers can find an interview with the experts at Weijers Domino Productions about their crucial role in the making of the ad in our regular I Was The... feature in our forthcoming December issue.

In the meantime, you may like to actually watch the ad:

The ad is also supported with an online challenge called La Fiesta De Toppling where players are invited to crack a series of clues to win one of several solid gold dominoes that are up for grabs. Along the way players will meet Juan Ramon – the fictional mayor of theArgentinean village where Tipping Point is set and various other villagers... Get sleuthing at

Director - Nicolai Fuglsig
MJZ Executive Producer - Debbie Turner
MJZ Producer - Nell Jordan & Suza Horvat
Advertising Agency - Abbott Mead Vickers BBDO
Creative - Angus MacAdam and Paul Jordan
Agency Producer - Carol Powell
Production - MJZ (Argentina)
Editor - Rick Russell @ Final Cut
Audio - Parv Thind @ Wave
Domino Experts - Weijers Domino Productions
Director of Photography - Ellen Kuras
Post production: The Mill
Crew - Pioneer Productions, Buenos Aires
Actors - almost entirely sourced from the local village and surrounding areas
Music - Spanish Dance No. 6 , composed by ENRIQUE GRANADOS


Too me it has a very similar dialogue to the honda "isnt it nice when things work" advert.

I've also began to notice a lot of adverts at this time have looked at older commercials to draw inspiration from and go one further.
Liam Gallagher
2007-11-08 22:42:07

I'm flabbergasted - its revoltingly grandiose, quite embarrassing really, its just beer.
robert Purnell
2007-11-09 10:43:22

Hmm, it's nice, but the honda one was actually done all in one shot, wasn't it? Still impressive, but not to the same degree.
2007-11-09 16:07:59

Sometimes people want to do neat things and sometimes those things are expensive, but advertising people think they're neat too so they say "Hey, we'll give you the money to do this neat thing as long as you associate it with our product."

Sometimes people want to act unnecessarily offended on the internet over small potatoes stuff.

Fight the power, dude!
2007-11-09 17:15:34

I can appreciate it for being so well made, but to me, for some reason, it lacks the creative freshness we've seen before with other Guinness ads. Still, worth watching.
André Breda
2007-11-09 19:02:31

Why bother being original when you can just copy classic youtube fodder and do it bigger?

Hardworking Argenitinian villagers. Lazy London creatives.
Von Nichthoven
2007-11-11 14:17:28

With such high epxectations of a Guiness commercial does this hit the mark? Yes! It was good to see it but expect I will be sick of it in a month. True to say the idea was busted from the begining but the scale and visuals are impressive.
2007-11-12 17:46:28

Good but not that impressive as it suffers from 'seen it all before' syndrome. The Fatboy Slim 'Champion Sound' promo did it better.
Matt Woolner
2007-11-12 18:30:00

Could not work out which Mobile phone company it was! Thats got to be good marketing even if a have Honda it before!
2007-11-18 19:35:48

14 million and you've seen it all before?
Somebody call Guinness I think we've got a record here!
The National Macho Society
2007-11-19 21:45:14

An absolute work of art, a unique presentation combining an emotive blend of film and music.The quality of which goes far beyond its 'advert' tag.
Charles Paget
2008-05-15 10:33:45

im flabbergasted ! (deleted by moderator) my nan could do better !!
kelsey cofemble
2010-05-10 15:01:00

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