Agency: BBDO, New York.
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Brilliant, this works on so many different levels. I wonder if they are actually placing the boards in pubs or whether this is print only.
Hm… I don’t know what to think about that board. The idea of having a brand on a dart board is as old as this sport. Really. That’s nothing to find ‘brilliant’, I’m sorry.
But what I like about the picture is that the board itself seems shiny and brand-new, but the wooden planks around it are completely covered with holes from missed darts. I don’t think that this was done on purpose, but I kind of had the idea of “Were the players to drunk from their Guinneses (please advise if you know of a better way to make Guinness plural) to actually hit the board?”.
Well,, I dunno, maybe brilliant is overstating it, but it’s more than just just a brand on a dart board: they managed to make the top two sections of the 20 look like a glass of Guinness. Or am I seeing things (too many Guinnesseseses, perhaps)?
No, Nigel, you’re not seeing things. They made the area which is normally red white to look like the head on a pint.
So it works on two levels. Three if you happen to believe 20 points are the max possible excluding the bullseye. So that’s three. “You’re right on target with Guiness?” for a stretch to four levels?
I’m just guessing, but I’m betting the “brilliant” comments were in reference to the Guinness tagline of…wait for it…Brilliant!
Ahh, now I see the pint! 
Tripple-20 would be the highest score on this board, what would be the red field below the ‘pint’. – Yeah, I’m a wise-ass. 
I havn’t initially seen that the 20- and double-20-fields are done as a pint. And despite of seeing this still as a very boring kind of advertisemen it failed in my eye, because I wasn’t able to get the point from the begining on. And that has nothing to do with my IQ ranging below room temperature (- Celsius, that is -), to be clear on that. 
An advertisement has to be clear and understandable to work. That’s my opinion.
Wow, cheers!
I like it. Clever, simple, right audience. Bravo.
This type of ad might work better for a Pilsner beer. Take it all the way down to the bullseye. I do like the subtlety here, but overall, it could be improved.
Wow! I can’t believe this hasn’t been done before. Very nice.
Very nice work. Right on target.
I can’t imagine anyone other than Martin not getting it. Simple, smart, Guiness, darts… brilliant.
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Nice touch. Great Idea for bars.