Surfer (Extended Version) | 1999 Guinness TV Commercial

In 1999, director Jonathan Glazer and Abbott Mead Vickers BBDO (London) collaborated to create an extraordinary surfing commercial for Diageo, the multinational owner of Guinness. Known as “Surfer,“ this 60-second TV ad tells the tale of a Polynesian surfer conquering a massive wave under unique circumstances, turning it into a poetic, metaphysical, mythological, and philosophical experience. The commercial, shot over nine days in Hawaii, gained international acclaim and numerous awards. It was even hailed by Channel 4, The Sunday Times, and The Savory as the best ad ever. Inspired by Walter Crane’s 1893 painting “Neptune’s Horses,“ the monochrome ad also drew influence from the 1998 commercial “Swim Black“ and Herman Melville’s “Moby Dick.“ The voiceover, done by Scottish actor Louis Mellis, was guided by the style of poet Seamus Heaney. The soundtrack, composed by Leftfield, became part of the song “Phat Planet“ in the band’s album “Rhythm and Stealth“ (1999). “Surfer“ features Hawaii’s Brian and Russ “Rusty“ Keaulana, sons of legendary waterman Richard “Buffalo“ Keaulana. The ad metaphorically symbolizes patience in waiting for the perfect wave and the Guinness two-part pour process, challenging the perception of Guinness as an “old man’s drink.“ The production involved meticulous details, including addressing challenges like filming horses on a blue screen and choosing the right breed for jumps. The lead surfer, Chadwick “Dino“ Lanakila Ching, was a local amateur discovered on the beach. The shooting in heavy waters, featuring massive waves and hanging cameramen off speedboats, presented significant challenges. The commercial’s black-and-white tones highlighted the Guinness characteristics, while VFX by The Computer Film Company added surfing horses to Hawaiian waves. The choice of Leftfield’s “Phat Planet“ for the soundtrack, sounding “underwater,“ was made after considering around 2,000 tracks. Despite initial disappointing research results, the ad was launched on St. Patrick’s Day in 1999, leading to remarkable success. It sold an additional Olympic swimming pool of Guinness every month and won the Gold Lion at the 1999 Cannes Lions International Film Festival. The 2005 “The Work of Director Jonathan Glazer“ DVD includes an extended 90-second version of the iconic TV commercial. Guinness “Surfer“ (1999) | Credits Client: Diageo/Guinness Director: Jonathan Glazer Editor: Sam Sneade Producer: Nick Morris Production Manager: Patrick Duguid Production Company: Academy Films Advertising Agency: Abbott Mead Vickers BBDO Agency Creative: Walter Campbell Agency Creative / Copywriter: Tom Carty Agency Producer: Yvonne Chalkley Account Executive: Gavin Thompson Creative Director: David Abbott Art Director: Walter Campbell Directors of Photography: Ivan Bird, Don King (water), Lee Allison (aerial) Production Designer: Ben Myhill Sound Design / Music Production Company: Wave Studios, London Sound Designer: Johnnie Burn Horse Supplier and Trainer: Tony Smart VFX: The Computer Film Company (CFC) VFX Producer: Rachael Penfold VFX Designer/Supervisor: Paddy Eason and Abbott Mead Vickers CGI Supervisor: Dominic Parker VFX Designer: Adrian de Wet CGI Animator: Richard Clarke Digital Paint and Animation: Gavin Toomey, Alex Payman, and Joe Pavlo VFX Designer and Colorist: Tom Debenham Actors: Chadwick “Dino“ Lanakila Ching, Brian Keaulana and Russ “Rusty“ Keaulana Full Story: Subscribe to SurferToday on YouTube 🔔 Online Surf Shop 🏄🏻‍♂️