Guinness's £10m ad topples record

Guinness last night launched the most expensive TV ad in its 80-year marketing history, with highly unusual domino rally.

The £10m ad, called, 'Tipping Point', shot in an Argentinian mountainside village, begins with 6,000 dominoes, leading on to objects such as books, paint cans, tyres, flaming hay bales, fridges, suitcases and even cars.



Created by ad agency AMV BBDO, "Tipping Point" was directed by Nicolai Fugslig, the man behind the camera for Sony Bravia's "Balls" commercial.

Mr Fugslig said the combination of the intricacy of the shoot, the high altitude location in Argentina and the use of hundreds of villagers made filming the ad the "biggest challenge" of his career to date.

The Guinness campaign uses no special effects in creating the chain reaction, bar a small amount of visual trickery at the end to get the trademark "pause" in the two-part pour behind a true pint of the Irish stout.