Mustang (advertisement)

Mustang
Client	Diageo
Product	Guinness draught stout
Agency	Abbott Mead Vickers BBDO
Directed by	Anthony Minghella
Production company	Paul Weiland Film Company
Produced by	Carol Powell
Music by	"Mustang" - Craig Armstrong
Release date(s)	2004
Running time	60 seconds
Country	United Kingdom
Language	English
Budget	£15m[1]
Preceded by	Moth
Followed by	noitulovE
Official website

Mustang is a 2004 television and cinema advertising campaign promoting Guinness-brand draught stout. It was produced by advertising agency Abbott Mead Vickers BBDO, and aired in Europe, North America, and parts of Asia. The ad was filmed in the United States, and was directed by the Academy Award-winning British film director Anthony Minghella,^[2] famous for his work on The English Patient.

The sequence revolves around a man sent to a prison camp in the Midwestern United States, where he is instructed to train wild mustangs. A prisoner stares down one of the mustangs before opening the gate to release him. The prisoner is charged with retrieving the horse, and the piece ends with the man riding the horse across the plains, over the strapline "a story of darkness and light".

Mustang was the last Guinness advertisement to use the strapline, following the earlier Moth. After Mustang, Abbott Mead Vickers chose to return to its established "Good things come to those who wait" campaign, the next piece of which (noitulovE) aired in 2005.^[3]

External links

• Mustang at the Guinness website.

References

1. ^ Brook, Steven (2004-09-02). "Minghella shoots Guinness advert". The Guardian. http://www.guardian.co.uk/media/2004/sep/02/advertising. Retrieved 2008-10-03. 
2. ^ Gardner, Rachel (2004-09-02). "Minghella directs new 'mustang' Guinness television ad". Campaign magazine. http://www.brandrepublic.com/News/221067//. Retrieved 2008-10-03. 
3. ^ Archer, Katy (16 January 2006). "The Art of Advertising". (Interview with Matt Doman and Ian Heartfield). Channel 4. http://www.channel4.com/4talent/ten4//noitulove.htm. Retrieved 2008-01-26.