Guinness Domino Tipping in Argentina

The GUINNESS® Team at Abbott Mead Vickers BBDO and interactive agency iChameleon Group are launching a new advertisement in a mode consistent with the motto, ‘Good things come to those who wait’. The campaign is centred around a domino toppling event in a Spanish-speaking village in Argentina.

First scene at Molino De Fenix from Guinness Domino TV ad

Here’s a note from the team.

“This time we thought we’d do things a little differently. We’re not launching the new GUINNESS® ad on TV. Instead, we decided it would be more interesting to hide it online for a Guinness fan to find – and launch for us! To be the first to see the new ad you must solve a series of clues, codes and puzzles and piece together the new film…but don’t expect it to be easy.

As you know, it just wouldn’t be GUINNESS® if the reward didn’t involve a little waiting. The site goes live soon, but until then we’d like you to meet Juan Ramon, the mayor of the village. He may even give you some clues to get you started.”

Click on the image below to play the video.

Escucha cuidadosamente = Listen carefully
Alegría = Joy!
Cosas buenas llegan a los que esperan! = Good things come to those who wait
Buena Suerte mi amigo = Good luck my friend

Juan Ramon message

Look carefully and you’ll find hidden dates, times and names in the pdf or jpg image here, including TRAIN, TENTH, 29th, 2.00 pm, 4.30 pm, 6.00 pm, 7.30 pm, Linden, Hoyland or Moyland, Howard Taylor and Brown.

The first clue, “119500”, may have some connection to the fact that it takes 119.5 second to pour the perfect pint of Guinness. Use it to unlock the first domino, giving you a glimpse of the Guinness Dominoes TV ad – sacks of grain knocking over loaves of bread.

Don Pedro books scene from Guinness Domino TV ad

For more clues and speculation check out Seventy Seven Spinning Around, and the UNFICTION Alternative Reality Gaming Forum.

Interact with the village environment and mayor at, entering the clues one by one by clicking on the domino tiles there. You will need to be patient. You will need to use the search facility (connected with Google UK) provided on the Guinness site. You will be required to solve a few puzzles… A little familiarity with Spanish could help. Use the magnifying glasses to give you a clue as to what you should be looking at next.

To register for the prize of a gold domino you will need to live in the UK. Good things come to those who wait… in the UK.

Diegopaz_1975 scene from Guinness Domino TV ad

RedHatty, a member of the above mentioned forum, has been confirmed as the first person to unlock the clues and post the video online at Youtube…

Click on the image below to play the video.

The full video is available to download as 40 mb quicktime video once you’ve solved the puzzle.


The Guinness Domino campaign was developed at AMV BBDO by creatives Angus MacAdam and Paul Jordan, and agency producer Carol Powell.

Filming was shot by director Nicolai Fuglsig via MJZ (known for Sony Bravia Balls), with director of photography Ellen Kuras, executive producer Debbie Turner, producers Nell Jordan and Suza Horvat.

The advert was shot on location in a remote side village called Iruya, in the Salta region of northern Argentina, with a population of around 1,000 people. The cast is made up of locals from the village and surrounding area, none of whom had ever appeared in front of a camera before. 24 hours of footage was captured. And the car toppling sequence was successfully shot in just one take.

The Domino effect was developed by Weijers Domino Productions, Woerden, The Netherlands. Setting the dominoes on the table from the start of the advert took a team of three experts two days, but took just 14 seconds to topple. Toppling items included: 6,000 dominoes, 10,000 books, 400 tyres, 75 mirrors, 50 fridges, 45 wardrobes, 6 cars.

Music is Spanish Dance Number 6, by Spanish composer Enrique Granados.

Editor was Rick Russell at Final Cut.

VFX were done at The Mill, London, by producers Darren O’Kelly and Angela Jackson, colorist Paul Harrison, lead Flame artist Neil Davies, Flame artists Paul Wilmot and Jay Bandlish, 3D producer Stephen Venning, 3D supervisor Jordi Bares, technical director Cesar Niculescu, animators Eva Kuehmann, Jonathan Vuellemin and Richard Costin, and concept artist Jimmy Keddell.

Flame was used to enhance the cinematic feel of the opening shot, to age the texture of buildings and to add in extra villagers and all the small details – mice, graffiti, birds – that help to make the film so rich.

Telecine artist Paul Harrison was responsible for creating a washed-out ’70s look. ‘It was a difficult job as there were five cameras used to film the commercial over five days,’ he says. ‘So there were many different light levels in the shots used. That all needed to be balanced out, indoors and out. We also wanted to accentuate the colour of the village and the people in it, so we spent time on their faces and on the landscape.’

Perhaps the biggest challenge for the Mill was the ‘pack shot’ – the first time ever that Guinness hasn’t shown a real pint glass at the end of one of its commercials. The initial aim had been to build a set in Argentina – but the difficulties of the location’s 4,000ft elevation put a stop to that, and the CG pint glass was instead created at the Mill in London.

Avoiding traditional 3D techniques, and after much research and testing to find out just how fast the pages of the books should turn and how many were needed, the decision was made to use the Houdini software – a first for the Mill. ‘It was one of the most difficult jobs I have ever worked on,’ comments Jordi Bares. ‘But it’s turned out to be a big success and I am very proud of it.’