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

Diageo Diageo plc ( ) is a British Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It is a major distributor of Scotch whisky and other spirits and operates from 132 sites around the world ...

in 2001 to promote

Guinness Guinness () is a stout that originated in the brewery of Arthur Guinness at Guinness Brewery, St. James's Gate, Dublin, Ireland, in the 18th century. It is now owned by the British-based Multinational corporation, multinational alcoholic bever ...

-brand draught

stout Stout is a type of dark beer that is generally warm fermented, such as dry stout, oatmeal stout, milk stout and imperial stout. Stout is a type of ale. The first known use of the word "stout" for beer is in a document dated 1677 in the E ...

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 Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

. 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 stout which was broadcast in the United Kingdom. It is the first in the Good things come to those who wait advertising campaign created by Abbott ...

'', '' 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 to ...

''. 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 generall ...

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 BBDO network, the third-larg ...

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 Jonathan Glazer (born 26 March 1965) is an English filmmaker. He began his career in theatre before transitioning into film, directing the features '' Sexy Beast'' (2000), ''Birth'' (2004), '' Under the Skin'' (2013), and '' The Zone of Inter ...

, who had also directed two of the three previous ads.

Post-production Post-production, also known simply as post, 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 indivi ...

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 content is signal transmission, transmitted via radio waves from the terrestrial (Earth-based) transmitter of a TV station to a TV rece ...

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 (economics), 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 ...

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 is a British cinematographer known for his work on feature films, commercials, and music videos. A member of the British Society of Cinematographers, he has collaborated with directors such as Jonathan Glazer and worked on films incl ...

*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 British television commercials Irish television commercials 2000s television commercials 2001 in British television Films directed by Jonathan Glazer Surrealist works