Craft beer-maker BrewDog pokes fun at Guinness with a low-budget parody of its iconic surfers ad
The craft brewery's new drink, Jet Black Heart, is a stout which directly takes on Guinness.
The 1998 Guinness ad had a massive budget and is still regarded by many as one of the greatest ads ever. The video features surfers taking on massive waves with terrifying CGI horses galloping over them.
In BrewDog's version, the company's two founders, Martin Dickie and James Watt, go to their local swimming pool in a pantomime horse costume.
"Big beer advertising is b------"
Watt explained the company's decision to mock one of its biggest rivals in a press release: "Big beer advertising is b-------. If you have to spend millions of pounds on ad campaigns to get people to drink your beer, the brewing is probably being neglected. And anyway, Martin had a horse costume left over from the Christmas panto. So we thought, let's save our money for making epic beer that tastes of something and stands for something."
In the release, BrewDog said it marked the three year anniversary of an incident they refer to as "blackmail" by Guinness owners Diageo (more details below.)
Scroll down for a side-by-side comparison of the two ads: