''Dreamer'' (also known as ''Dream Club'') is an integrated advertising campaign launched by

Diageo Diageo plc () is a Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It was the world's largest distiller before being overtaken by Kweich ...

in 2001 to promote

Guinness Guinness () is an Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin, Ireland, in 1759. It is one of the most successful alcohol brands worldwide, brewed in almost 50 countries, and available in ove ...

-brand draught

stout Stout is a dark, top-fermented beer with a number of variations, including dry stout, oatmeal stout, milk stout, and imperial stout. The first known use of the word ''stout'' for beer, in a document dated 1677 found in the Egerton Manuscript ...

in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

. It is the fourth piece of the Good things come to those who wait campaign, following on from ''

Swimblack ''Swimblack'' (also written as ''Swim Black'') is a 1998 advertisement for Guinness-brand draught beer, draught stout which was broadcast in the United Kingdom. It is the first in the Good things come to those who wait (Guinness), Good things com ...

'', '' Surfer'', and ''

Bet on Black ''Bet on Black'', occasionally referred to as "''Snail Race''", is an advertising campaign run in 2000 by Diageo to promote Guinness-brand stout in the United Kingdom. The piece, directed by Frank Budgen, follows a snail race taking place in a tow ...

''. As with the previous pieces of the campaign, ''Dreamer'' was handled by

advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...

Abbott Mead Vickers BBDO Abbott Mead Vickers BBDO (AMV BBDO) is an advertising agency that works with over 85 brands, including BT, Diageo, Walkers, and Mars. AMV campaigns may incorporate digital, social, experiential, print or broadcast media. AMV is part of the ...

and comprised appearances in print, posters, and television and cinema spots. The centrepiece of the campaign was the sixty-second television and cinema commercial directed by Jonathan Glazer, who had also directed two of the three previous ads.

Post-production Post-production is part of the process of filmmaking, video production, audio production, and photography. Post-production includes all stages of production occurring after principal photography or recording individual program segments. The ...

work was completed by The Computer Film Company which animated the squirrel sequence. The piece was premiered on SKY television on 6 April 2001, appearing on

terrestrial television Terrestrial television or over-the-air television (OTA) is a type of television broadcasting in which the signal transmission occurs via radio waves from the terrestrial (Earth-based) transmitter of a TV station to a TV receiver having an ant ...

channels the following day. ''Dreamer'' was a middling success, with Guinness sales figures and

market share Market share is the percentage of the total revenue or sales in a market that a company's business makes up. For example, if there are 50,000 units sold per year in a given industry, a company whose sales were 5,000 of those units would have a ...

holding steady during the period that the piece was broadcast, but failing to improve figures in the same way that earlier pieces of the campaign had achieved. It was to be the final piece of the Good Things campaign for several years, as Diageo made the decision to pursue more pan-European campaigns through the first half of the 2000s.

Additional credits

*Account Executive: Clive Tanqueray *Executive Creative Director: Peter Souter *Creative Director / Copywriter / Art Director: Walter Campbell *Director of Photography:

Daniel Landin Daniel Landin BSC, is a British cinematographer. Landin started working with Super 8 and VHS video in 1978, collaborating with the industrial music group Throbbing Gristle, documenting live performances and art events. In 1979, he formed the ex ...

*Production Designer: Chris Oddy *Editor: Sam Sneade, Sam Sneade Editing, London *Sound Design Company: Wave Studios, London *Sound Designers: Johnnie Burn / Peter Raeburn *Music Production Company: Soundtree Music, London *Music Arranger: Peter Raeburn *Animation Company / Computer Graphics: The Computer Film Company, London

External links

"Dreamer"
video and commentary at the Framestore CFC website. {{DEFAULTSORT:Dreamer (Advertisement) 2001 works Guinness advertising Irish television commercials 2000s television commercials