Not Invented Here Syndrome?

What I thought was a one off tactical campaign for Guinness actually goes well beyond that. It looks like they've really thought about this for some time and think it's strategically sound. I just think it's a lame campaign.

When there's such a strong and ownable story in 'Good things come to those who wait', why go with a campaign which could be for any old beer brand?

Are the Australian marketers on Guinness suffering from the NIHS (Not Invented Here Syndrome)?

It's beer. Special beer. From Ireland. It's traditional. It's cool. It's almost mystical. It's poured.....you wait. It's something.

Whatever it is, surely the magic in this brand doesn't revolve around bad sporting puns.

Like this....


or this.....



or this.....



But the magic quite possibly exists in something like this (which I haven't seen run in this country)......


Oh well, at least someone in Australia has adopted the 'Waiting for Guinness' approach.