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No more capering Eskimos or surfing horses, the traditional Irish brewery is going back to basics and targeting the hipster pound

At what point might you get rid of your beard? If even the advent of artfully unshaven Premier League footballers wasn’t enough to indicate looming saturation point, here’s a development that might give you pause. Guinness wants a piece of the action.

The company that has used everything from rampaging surf-horses to capering Eskimos to punt its resolutely unchanging black gloop has gone to the opposite end of the spectrum. It’s got a new beer to sell but rather than devise some insanely tangential scenario involving twerking unicorns or something, the advertising could hardly be more self-consciously generic. It’s almost as if the last 20 years of gratuitously baroque brand-building has culminated in this: a tacit admission that smug, style-over-content gimmickry has led to complacency.

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