Surfers and horses catch the ultimate wave in Guinness' ad classic

Jonathan Glazer directed the memorable spot created by former Abbott Mead Vickers/BBDO team of Tom Carty and Walter Campbell, inspired by a poster ad

Published On
Apr 13, 2006

Editor's Pick

When the former Abbott Mead Vickers/BBDO team of Tom Carty and Walter Campbell set out to expand an ad poster into a commercial, little did they know that they were going to ride the ultimate wave with one of the most envy-inducing spots of the last decade.

Perhaps director Jonathan Glazer's most notable contribution to the ad scene, this black-and-white film is pure visual poetry; as the surfers patiently anticipate their next run its not hard to get lost in each impeccably wrought frame from the opening shot of the Surfers anxious mug, to the climax of horses and boarders as a unified wave-riding armada.

Add to that the syncopated pacing and carefully executed sound, as well as the Guinness guys pounding spoken word voiceover and the seamless over-the-top effects, and the result is an example of what can come of a great idea, inspired craftsmanship and risk-taking collaboration.


Apr 14, 2006
Production Company :
Academy Films
Editorial Company :
Sam Sneade Editing
Visual Effects :
The Computer Film Company
Client :
Creative Director :
Peter Souter
Copywriter :
Tom Carty
Art Director :
Walter Campbell
Director :
Jonathan Glazer
Producer :
Nick Morris
Editor :
Sam Sneade
Visual Effects Designer :
Dan Glass
Visual Effects Designer :
Adrian de Wet
Visual Effects Designer :
Paddy Eason
Visual Effects Artist :
Gavin Toomey
Visual Effects Artist :
Alex Payman
Visual Effects Artist :
Joe Pavlo
3D Visual Effects Supervisor :
Dominic Parker
Sound Design :
Johnny Burns
Composer :
Paul Daley
Composer :
Neil Barnes
Visual Effects Designer :
Tom Debenham
Agency :
Abbott Mead Vickers BBDO
Brand :

Need a credit fix? Contact the Creativity Editors

Project Type