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Guinness's latest Abbott Mead Vickers BBDO-created work is directed by Nicolai Fuglsig, the man behind the Sony Bravia "balls" TV ad campaign, and features a giant domino-toppling event set in a rural Argentine mountain village.

The campaign, Guinness's most expensive marketing work to date at £10m, features a cast of 1,000 villagers gathering to watch the beginning of an elaborate domino cascade involving 6,000 dominoes, 10,000 books and 400 tyres, as well as hundreds of household objects.

The culmination of the 30-, 60- and 90-second TV spots is a tower of books that transforms itself into a giant pint of Guinness, and features the drinks brand's now well-used strapline, "Good things come to those who wait".

Fuglsig described the ad as his most challenging work to date, with the domino toppling sequence being orchestrated by world record-breaking group Domino Domain, and taking two days to construct.

Musical accompaniment for the ad was provided by Enrique Granados' 'Spanish Dance No 6'.