please empty your brain below
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I'd like to guess they did this at TCR specifically because of the Elizabeth line, and people changing trains would see it - I'm assuming more people interchange here than at, say, Leicester Square.
Either way, god I hope the ads stop soon. We already have enough of those everywhere on the Tube, I'm sick and tired of them. Is beer that big a market that we all have to see those stupid ads?
All Over 2a | Homepage | 11.02.26 - 8:04 a.m. | #
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What a boring world it would be if we all constantly eschewed the ‘fundamentally unnecessary’.
David B | 11.02.26 - 8:04 a.m. | #
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How can it be a rounded?
It isn’t round…
scratchykins | 11.02.26 - 8:05 a.m. | #
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Grace Dent skewered the new restuaurant in the Guardian recently. "Absolute “will-this-do?” nonsense".
Best paragraph: "if you do get stuck in on the pints in this ground-floor Guinness restaurant and need to spend a penny, the loos are on the fifth floor, and reachable only by lift. Guinness, let the record show, cannot organise a piss-up in a brewery."
The Tube branding is better than that Heineken atrocity though.
And the best type of Guinness is the one brewed in Nigeria. There's a Dublin-brewed version, the difference is the good stuff says "imported" on the front label.
Graham | 11.02.26 - 8:17 a.m. | #
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I quite like the black background, maybe it could be rolled out across the network.
Pete W | 11.02.26 - 8:24 a.m. | #
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As you say, for an advert, the inverted line diagram works well.
I did some Christmas shopping at Stanfords and thought I'd pop into the Guinness shop as it had just opened, and I didn't spot anything I was tempted by either as a gift or for myself, and I do drink Guinness!
TomH | 11.02.26 - 8:30 a.m. | #
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This person changing trains at TCR yesterday didn’t notice any of it, despite reading about it (incl photo) in the morning. If all “activations” are equally subtle going forward, and arguably somewhat elegant, then why not.
commonliner | 11.02.26 - 8:38 a.m. | #
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I’d almost go as far as saying that the inverted map is far more legible and should be tested more widely!
matthieu1221 | 11.02.26 - 8:56 a.m. | #
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I can't read white on a black background unfortunately.
Anon | 11.02.26 - 8:56 a.m. | #
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It’s a long time now, but I’m sure classic Guinness was better when it was brewed in west London. And again from memory, the stuff poured in Europe is generally stronger and better. Thanks for saving me the visit- took one for the team there!
Apuldram | 11.02.26 - 9:43 a.m. | #
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That "resembling a pint of Guinness with a white frothy top" passed me by completely. I thought the only bit of marketing on the map was the harp, and didn't even link that to Guinness, rather assuming something Welsh. I'm not a Guinness drinker though.
Andrew S | 11.02.26 - 9:54 a.m. | #
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My take on the white on black background was it's the Night Tube, nothing to do with beer or Guinness. Maybe I'm not the target demographic. The only place I've ever enjoyed Guinness was in Dublin.
Strabismus | 11.02.26 - 10:03 a.m. | #
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Unfortunately no clear and clever way to graphically riff on "splitting the G" on the line diagram takeovers in Central London; the only Northern line station starting "G" is Golders Green and that is too far down the notional "glass" to land the joke.
MilesT | 11.02.26 - 10:05 a.m. | #
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That inverted map looks lovely, though if anything it's almost too subtle to be over effective as a promo. I can see some merchandise being sold of that map.
The brewery part of the experience is basically just another craft brewery, brewing the same sort of beers made elsewhere, so isn't very unique. And as most of the beers made there aren't "black and white", it rather spoils the "Instagram" aspect too.
Mikey C | 11.02.26 - 10:21 a.m. | #
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A permanent 'black and white experience' can be found at St James Station on the Tyne and Wear Metro. An exceptional pint of Guinness is served a few steps from the entrance at the Tyneside Irish Centre. Change from a fiver, match day excepted.
Rod | 11.02.26 - 10:48 a.m. | #
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This is probably the best TfL advertising 'takeover' I've seen so far.
Ewan James | 11.02.26 - 11:26 a.m. | #
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It isn’t, but I’m saying that having seen it.
diamond geezer | Homepage | 11.02.26 - 12:17 p.m. | #
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I think they missed a trick by not tapering the black panel towards the bottom, so that it resembled a pint glass.
Chris L | 11.02.26 - 1:37 p.m. | #
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I'm glad you explained the inverted map as the symbolism completely passed me by!
I thought it was a night tube and it was the stations that were inverted, so I was well confused when Morden wasn't at the top!
I find white on black harder to read.
Cornish Cockney | 11.02.26 - 1:43 p.m. | #
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The inverted maps look great, but maybe even a bit too subtle in what they are for.
IMO the best of this kind of tube advertising was the Playstation roundels at Oxford Circus a few years back
the wub | 11.02.26 - 2:09 p.m. | #
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I like the harp roundel. It looks to me what TfL could have looked like in an alternative timeline - slightly steampunk.
Michael | 11.02.26 - 7:10 p.m. | #
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The line diagram is already so full of icons next to station names — interchanges, river boats, double arrows — that I suspect lots of people will just gloss over the harp as they scan the sign to see if they’re on the right branch, or check the number of stations to their destination.
I also remember visiting St James’s Gate in Dublin, as a teenager, for a guided tour of the working brewery and a pint of Guinness, all free; it was a PR opportunity in those days, not an excuse for rip-off merchandising.
Labourer | 11.02.26 - 8:57 p.m. | #
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Those annoying alternating photos are doing my head in. Every time one of them changes, it distracts me from the text I'm trying to read.
Sorry, but can you at least have the decency to provide an option to turn them off -- please !!!
harry | 12.02.26 - 12:06 a.m. | #
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No, the best TfL takeover was the Victoria like moquette where they changed the seats to advertise Sony PlayStation but as it was just one carriage on one train many many people never saw it but it was SO GOOD.
Alan | 12.02.26 - 10:12 a.m. | #
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Contract's now been published.
TfL recevied £255,000 for the sponsorship.
Also the dates were originally supposed to be 1st-7th December, so the campaign's running very late.
diamond geezer | Homepage | 15.02.26 - 3:23 p.m. | #
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