Despite the millions of pounds Guinness has spent on recent advertising campaigns, the one which really made it into the national consciousness was the low-budget Irish-made advertisement, "Anticipation", featuring actor Joe McKinney dancing to camera while he waited for his pint.
Now Guinness's current agency, London-based HHCL, is revisiting the dance idea with its introductory advertisement for Guinness On Draught due to be filmed in London next month.
It is holding open auditions for dancers in Dublin's Temple Theatre next Friday and seven or eight dancers will be brought to London the following week, when there will be more auditions.
WHPR, which is co-ordinating the dance-in, has already had calls from aspiring advertisement dancers including a mime artist from Cork offering what he describes as the antithesis of Riverdance. Guinness has laid down only one real stipulation for wannabe Joe McKinneys and it is that they have to be over 25 to comply with alcohol advertising guidelines.
:quality(70)/cloudfront-eu-central-1.images.arcpublishing.com/irishtimes/VR3765MFOBH2NMV2QNICYDF67M.png)