Anticipation (advertisement)

Anticipation

The poster advertisement for the Anticipation campaign
Agency	Arks Ltd.
Client	Guinness plc now Diageo
Running time	60 seconds
Product	Guinness draught stout
Release date(s)	18 May 1994 (IRE) 1995 (UK)
Directed by	Richie Smyth
Music by	Pérez Prado
Starring	Joe McKinney Gordon Winter
Production company	Littlebird Productions
Country	Ireland
Preceded by	Chain (UK)
Followed by	Old Man (UK)
Official website	http://www.guinness.com/

Anticipation is an Irish advertisement launched by Guinness plc in 1994 to promote Guinness-brand draught stout. The advert, which appeared in print, posters, and cinema and television spots, was conceived by Irish advertising agency Arks,^[1] and starred relatively unknown Irish actor Joe McKinney as the 'Dancing Man' and Gordon Winter as the barman. It was the final part of the "Guinness Time" advertising campaign, which had been running in Ireland since the late 1980s.

The advert was credited with increasing Guinness' sales, market share and brand awareness figures. However, controversy arose following claims of plagiarism raised by British director Mehdi Norowzian, who launched an unsuccessful lawsuit in 1998 seeking remuneration for the use of techniques and style from his 1992 short film Joy.^{[citation needed]}