BONUS Episode 52 PREVIEW: Guinness

full episode at: https://www.patreon.com/posts/guinness-146530172 follow tom on the butterfly site: https://bsky.app/profile/did:plc:cneeqstqp3ifq47wyzotq5gfor the bird site: https://x.com/gotitatguineys

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Speaker 00

  So if you, now we're getting into the video portion for-

• 0:03Justin Roczniak?

  How much is one of these cars? This is the part that's gonna be difficult.

• 0:07Speaker 00

  So for listeners, tune into the video because we're gonna talk about Guinness's move into the motion picture era.

• 0:17Justin Roczniak?

  Let's see if we can make this work. I mean, it won't work, but you know, okay, we have youtube.com/watch slash-

• 0:26November Kelly?

  It sort of works.

• 0:26Justin Roczniak?

  Go, go.

• 0:27November Kelly?

  It kinda works.

• 0:28Justin Roczniak?

  No, it's not working.

• 0:30November Kelly?

  Well, I'm watching.

• 0:34Justin Roczniak?

  Hold on, everyone's gotta watch it. I don't know what's going on.

• 0:37November Kelly?

  Oh. Okay, I mean, I'm in fact, whatever I'm watching, even if you-

• 0:43Speaker 00

  So-

• 0:44November Kelly?

  I'll describe it for you. This is a happy sea lion stealing a zookeeper's Guinness. And then he hits it with, your classic, my goodness.

• 0:53Speaker 00

  My goodness. Um, so to prefigure a lot of this, this was Guinness moving into the proliferation of televisions in the home and like finding the battlefield in the home. Um, also there was changing habits of like, people started drinking at home. It was just like never really a thing before. Um, a lot of this early stuff was people like David Ogilvy, you know, this is mad men shit, but their ideas like Don Draper's like smoking, he was like, what if we got a seal to steal his Guinness?

• 1:26November Kelly?

  Just guy in the sharpest suit you've ever seen being like, getting pissed in your house.

• 1:33Speaker 00

  I'm raping a gaff.

• 1:38Speaker 00

  But uh-

• 1:38November Kelly?

  Smash up your own living room?

• 1:40Speaker 00

  I don't think you are all ready for how insane this is about to get because this is the most normal ad that I've put in the entire thing.

• 1:51Justin Roczniak?

  Yes.

• 1:52November Kelly?

  Okay.

• 1:53Justin Roczniak?

  Hold on, let's see if we can do the next one. Um.

• 1:59Justin Roczniak?

  Male-

• 2:00November Kelly?

  Oh my god.

• 2:12Speaker 03

  Oh, that truck is absolutely ballers hell.

• 2:15November Kelly?

  Oh, fuck that rules. Yeah.

• 2:19November Kelly?

  We love a Land Rover Defender on this podcast.

• 2:21Speaker 03

  No, but you need to get one of those.

• 2:23November Kelly?

  Every podcast. I know. Well, I need to learn to drive, but then I need to get a Land Rover.

• 2:26Speaker 03

  Yeah, learn how to drive, you can get a Defender 90.

• 2:29November Kelly?

  This is, this is a, this is a thrilling industrial drama here.

• 2:52Speaker 03

  Man, that guy just fucking pounded that shit.

• 3:00November Kelly?

  I fully thought that was gonna be like, the pipeline transports the Guinness, but no. No, it's just like, here's some guys working on a pipeline. You know what's a fun thing to do after you, after you like finish fixing the pipeline? Slam an entire pint of Guinness. It's good for you. Absolutely demolish.

• 3:17Speaker 00

  Is overthrowing a, you know, military dictatorship in Malaysia to install the Guinness pipeline?

• 3:24November Kelly?

  The act of drinking?

• 3:26Speaker 03

  Truck like that.

• 3:26Justin Roczniak?

  Oh, these people need like some beryllium tools. Holy crap.

• 3:35Justin Roczniak?

  No, yeah, it is just, yeah, I, I was almost killed in the pipeline disaster.

• 3:39November Kelly?

  I mean, you were almost killed before recording this. How does it make you feel vis a vis Guinness?

• 3:44Justin Roczniak?

  Pretty good. It makes me wanna drink Guinness.

• 3:46November Kelly?

  Well, I mean, that's your sort of guerrilla marketing.

• 3:48Speaker 03

  Well, I mean.

• 3:49Justin Roczniak?

  I guess so, yeah.

• 3:50Speaker 03

  I feel like it's good for you too, so.

• 3:52Speaker 00

  That ad was about, um, you know, Guinness in Malaysia. But this started kind of a arms race for ads and what you're about to see is a Murphy's ad.

• 4:04November Kelly?

  Adore it. Oh, Jesus, that's like two dozen of these.

• 4:20Speaker 00

  Is this gonna get us copyright? This is gonna ruin Devon's life.

• 4:23November Kelly?

  Fully just took the theme tune from, uh, Seven Samurai.

• 5:01Speaker 00

  One of the best times. Is that at the end of it, the samurai are all speaking in a Cork accent? Leave it out, boy.

• 5:08Justin Roczniak?

  Why are they getting it from a bottle? That's what I want to know.

• 5:11Speaker 00

  So, most of the time, pre-draft, and some people do prefer stout from a bottle. It has a different texture and a slightly different flavour, but it's like evoking, it's like, oh, if samurai were in West Cork, what would they have? They would have a pint of Murphy's. But this triggered an escalation in the advertising arms race of stout, which made everything get real abstract and real weird. Would everyone like to go on to the next video, which is called "The Dancing Man"?

• 5:42November Kelly?

  Okay.

• 5:45November Kelly?

  Hold on, I gotta... Oh, I remember, god, I remember this one. How the fuck do I remember this one? I was four when it came out.

• 5:51Speaker 00

  It's super famous. It's really, really famous. It won like so many awards.

• 5:59November Kelly?

  It's like every so often Guinness just decides to like prop up an entire industry, whether that's canal transport or like marketing.

• 6:08Speaker 00

  Oh, no, but wait until, there is an advert later on that I cannot wait to tell you who directed it.

• 6:15November Kelly?

  Oh, I know this one, sorry. Uh, this is, this is a trivium that I know.

• 6:23Speaker 03

  Why is it a Maracay?

• 6:26Speaker 00

  So, this is to highlight the idea of like the two-part pour for Guinness, which is like an integral part of their brand identity. That like it's about patience. It's like, oh, you have to wait for it to pour correctly.

• 6:38Speaker 03

  I do like the idea of going to a bar where the floors are all treadmills, though.

• 6:42Speaker 00

  I don't.

• 6:43Speaker 03

  Challenge drinking.

• 6:45November Kelly?

  Doing, doing the virtual insanity loom to try and take an officer's service, Guinness?

• 6:53Speaker 00

  So, the next ad is, I think, one of the weirder ads. And this is, uh, if you wanna hit play.

• 7:03Speaker 03

  Okay.

• 7:03Speaker 00

  Men and women shouldn't live together.

• 7:06Speaker 03

  It's a metaphor?

• 7:08Speaker 00

  Just wait.

• 7:11Speaker 03

  Well, it's sort of the message of this thing, isn't it? I mean,

• 7:16Speaker 03

  bold anti-heterosexual stance. I suppose I do support it.

• 7:25Speaker 00

  I'm so happy that none of you have ever seen this before.

• 7:27November Kelly?

  I, I loved the 90s when every message about men was like, "Men are disgusting pigs." Isn't that great being one? I would probably internalize anything from that.

• 7:39Speaker 00

  Shave and get drunk.

• 7:42Speaker 03

  No, don't shave. Already brilliant. Is he doing the, is he doing the anime girl toast mouth run?

• 7:47Speaker 00

  Guinness said it's okay to be gay in 1995.

• 7:54Speaker 00

  I mean, this is a very accurate depiction of, uh, you know, gay relationships that like, one of them is a horrible disgusting man and the other is like, "I'm gonna clean everything."

• 8:07November Kelly?

  Looking at gay couple drinking pints of Guinness, which one of you is the man and which one of you is the woman?

• 8:14Speaker 00

  Well, listen, after too many pints, nobody's bottoming. Um, so,

• 8:18November Kelly?

  God.

• 8:20Speaker 00

  In the next one, uh, this is a even further escalation of the advertising war, which I think is the single best beer ad that has ever been made. A lot of people say this was made by production IG. Just hit play.

• 8:35Speaker 03

  Okay.

• 8:36Speaker 00

  This is a good one.

• 8:41November Kelly?

  Oh, fuck off. The production values are way too high on this. Where's the fucking anime phrase? Jesus.

• 8:52Justin Roczniak?

  It's the future of Philadelphia. Hit the huge Liberty Bell.

• 9:15Justin Roczniak?

  This is double looking race.

• 9:18November Kelly?

  Double looking.

• 9:26Speaker 00

  So this is a callback to the Seven Samurai.

• 9:35Speaker 00

  How good was that? What did everyone think? Jesus Christ.

• 9:38Justin Roczniak?

  That's a really good, that's a really good ad, yeah.

• 9:40Speaker 00

  A lot of people very apocryphally say that was directed by Mamoru Oshii, who directed Ghost in the Shell. It wasn't. And it was directed by Kiyoryoki Hiro Yuki Kitakubo, another anime director. It is fucking insane and I love that every year someone will post it on whatever social media and it will immediately go viral.

• 10:04Justin Roczniak?

  Yes.

• 10:04November Kelly?

  It's, why is that good? Like, no wonder.

• 10:07Speaker 00

  So, in the next step, the 90s were really kind of the like, abstract, let's get weird with it. We have the pinnacle of it, the Guinness ad that won all of the awards, directed by-

• 10:19November Kelly?

  What if ads could be art, maybe?

• 10:22Speaker 00

  Yes. This one, directed by the director of the Zone of Interest, Jonathan Glazer.

• 10:30November Kelly?

  So now we can, we close that loop with virtual insanity.

• 10:37Speaker 04

  He waits.

• 10:38November Kelly?

  And I mean, honestly-

• 10:39Speaker 04

  That's what he does.

• 10:40November Kelly?

  It's a great ad, my-

• 10:42Speaker 04

  And I'll tell you what.

• 10:43November Kelly?

  This is, this is evil. It's selling you poison, but like, it's, it's a great use of filmmaking for a commercial purpose.

• 10:50Speaker 00

  Yeah, we will eventually get to the ad that makes me cry every year, but, uh, we'll get there.

• 10:56Speaker 04

  They have says, "I don't care who you are, here's to your dream."

• 11:02Speaker 04

  The old sailors return to the bar.

• 11:06Speaker 04

  Here's to you, I have.

• 11:09Speaker 04

  And the fat drummer hit the beat with all his heart.

• 11:31November Kelly?

  Just great moments in Anglophone waiting for a beer cinema up there with Ice Cold and Alex.

• 11:37Speaker 00

  This is before Covid made everyone queue up in a straight line.

• 11:41November Kelly?

  That genuinely something terrible happened there.

• 11:43Speaker 04

  He is still waiting.

• 11:44November Kelly?

  Creeping Yankification.

• 11:46Speaker 00

  Yes. Oh god.

• 11:51Speaker 00

  So this ad won like every fucking war.

• 12:01Speaker 00

  And then we have Guinness moving into its...

• 12:05November Kelly?

  Great movies.

• 12:06Speaker 00

  That like, that was incredible. This is Guinness's fun and silly era.

• 12:12November Kelly?

  I don't know, I'm seeing a black Guinness fan. I'm already terrified.

• 12:16Speaker 00

  Yeah, I don't want to get sweatpants. Saddam Hussein employed the Guinness Quality Team as his private security.

• 12:25November Kelly?

  The Guinness Republic.

• 12:30November Kelly?

  Oh god, fully is the quality team. I'm terrified.

• 12:40Speaker 05

  Martin, have you ever been to San Jose? San Jose? It's the back of Beyonce.

• 12:48November Kelly?

  No wonder the Guinness is great. We know the way to everywhere. There is nowhere you can hide from us. There is a predator drone orbiting your pub at this moment.

• 12:59Speaker 00

  Including your home and your exact location.

• 13:05Speaker 00

  So if you want to go on to the next one, this is the Guinness Christmas time ad. This makes me cry every year as someone who, you know, doesn't live in their home country and misses it quite a lot. Hit play. Oh, yes.

• 13:30Speaker 00

  Realise this isn't a very full 10 minutes for audio only listeners. And to that I say, pull up the video.

• 13:45Speaker 00

  Horse.

• 13:48Speaker 00

  You, you, you're hungry.

• 13:49November Kelly?

  Don't forget to turn the lights off. Hey, boy.

• 14:11Speaker 06

  Even at the home of the black stuff, they dream of a white one.

• 14:16Speaker 07

  Happy Christmas.

• 14:17November Kelly?

  Yeah, fucking terrifying asthma whisper at the end there.

• 14:22Speaker 00

  Yeah, like without fail, I will see that like come up on social media or on TV around this time. Especially for the past like couple of years since I lived in the UK and I'd be like, oh, I'm about to cry. Um, but then Guinness realised, oh, we need to, um, expand our audience outside of just white people. So if you want to go to the next video and while you're watching that, I'm going to go for four pulls of a cigarette. So feel free to riff.

• 14:50Justin Roczniak?

  Hold on, I also have to use, I have to use the restroom. God almighty.

• 14:56Justin Roczniak?

  God damn it. All right. I'll be right back.

• 15:01November Kelly?

  Oh, they read the same magazine article about these guys as everyone else in the world did.

• 15:07Speaker 03

  What?

• 15:07November Kelly?

  There, there was like one magazine article, uh, I don't remember when about the time this came out, I guess, about this subculture of guys in, uh, in Congo, um, Sappho, like, um, the guys who get dressed up in the insanely hard fit.

• 15:26Speaker 03

  Yeah. What, what is it going? The, the subculture is going hard as hell.

• 15:30November Kelly?

  Yeah, legit. Like that is the actual subculture is you work in like, I don't know, a metal foundry or an office. And then by night. Absolutely sickest menswear anyone has ever seen. And like, obviously, all of these guys photograph incredibly, uh, really lends itself well to like, um, like, that genre of, like, photography. Um, and so, everybody when they saw this kind of went nuts, and, and I guess Guinness wants it in on this as well.

• 16:09November Kelly?

  Drinking Guinness makes you as cool as these guys.

• 16:11Speaker 07

  We are Suppers.

• 16:15Speaker 07

  The society of elegant persons of the Congo.

• 16:39Speaker 07

  You see, my friends, with every brace and every cuff link, we say, "I am the master of my fate. I am the captain of my soul."

• 16:55November Kelly?

  But I've never been as cool as these guys in my fucking life, and I'm not gonna start just because I start drinking Guinness, you know? Like...

• 17:03Speaker 03

  I've seen you pull off some pretty good fits.

• 17:05November Kelly?

  Thank you.

• 17:06Speaker 03

  I don't think you would look very good in multicolored menswear, but I mean, that gets more of a constraint.

• 17:10November Kelly?

  Oh, fuck, I gotta, I gotta, I gotta return some clothes I just ordered then. Listen, you, you start dating a non-binary person again, and I, I, I listen, like, ultimately, like, uh, this is gonna be problematic of me to say, some of the comments of the last video said, uh, Nova's, you know, always insufferable when she opens her mouth about trans people, um, to which my answer is, and I said this in the comments, "suffer anyway." The highest honor the transphem culture can award is, um, we see something about you and we just steal that and incorporate that into our own styles. So, uh, I started dating a non-binary person, uh, very into what I would describe as "demswear." Lots of...

• 17:53November Kelly?

  Lots of kind of androgynous suits, lots of like necklaces, lots of scarves, lots of like colorful prints. And I'm like, yeah, I could incorporate that into my personality. I could just, I could just take that and make that mine.

• 18:06Speaker 00

  I could be a scarf, scarf girl.

• 18:07November Kelly?

  Yeah, exactly. And so, you know, I, I, I'm maybe trying to get some sort of like frillier, lacier shirts on the go. I'm, I'm starting to get some like big prints. And, you know, we'll see how that works out for me. Possibly it'll be a disastrous era in my life, but you know what? It's not going to be the weirdest I've ever dressed in my life. So, you know, we shall see.

• 18:30Speaker 03

  My, my thing that I recommend highly is, I love having like a regular, a couple of like loadouts of jewelry, so to speak. Where it's like, okay, I look like shit. I just rolled out of bed. I can barely run a brush through my hair. But if I throw on three bracelets, a necklace and some good earrings, people will look at me and be like, hey, wow, she looks like made up. It's, it's a complete life hack. I highly recommend it.

• 18:53Speaker 00

  Putting wood on an army in your perk layout so you can swap loadouts on the fly.

• 18:58Speaker 03

  Yeah. Carrying around like a little like clutch with a, with a jewelry box inside of it. But like, give me one second. Then the little, the music starts playing.

• 19:10Speaker 03

  As I open the box up.

• 19:13November Kelly?

  Yeah, so I'm, I'm not going to be as cool as these guys, but that's fine, you know?

• 19:17Speaker 00

  Yeah, the Sapurs are like really cool and it's part of the story that Guinness has decentralized a lot of their production in terms of globally. So they, they have their second biggest plant in Lagos, Nigeria. And it is fucking insane. It's so cool.

• 19:32November Kelly?

  It's just, a- a- again, the, the weird kind of commercial impulses lead Guinness to become a massive beneficiary of somewhere. Canals, Nigeria. It just, it goes on and on.

• 19:45Justin Roczniak?

  Yeah, I'm back. Where are we?

• 19:47November Kelly?

  Uh, we just, we just finished talking about this slide. So, next slide.

• 19:51Justin Roczniak?

  Oh, okay.