In the stout market Guinness rules. It has 96% share of advertising voice and 93% of volume sales. If you're going to take it on and be David to its Goliath, you need a groundbreaking idea. That Murphy's was able to do this was entirely down to the creative thinking of the team at Starcom. The team seized on Murphy's revolutionary fast flow technology (it takes five times as long to pour a pint of Guinness as it does a pint of Murphy's) and came up with the idea of the shortest TV ad break in the history of world advertising to launch this.