Guinness partnered with Joe Montana to celebrate the Super Bowl, bringing fans a commercial that considers what it means to be the GOAT, or "Greatest of All Time."
The 60-second ad spot shows Montana on the football field, who reminisces on his football career and what it means to be a part of a team. As Montana says, being great is about making everyone around you better, and finding a way to come back from a bad play, or even a bad year.
Throughout the ad, Guinness focuses on the difficult year so many have had a result of the COVID-19 pandemic, and considers the impact that a positive mentality can have, and the need to support those around us to strive towards the "greatest year that's still ahead of us."
Football Legend Stout Ads
Guinness and Joe Montana Joined to Celebrate This Year's Super Bowl
Trend Themes
1. Super Bowl Ad Campaigns - Businesses should utilize high-profile media events, like the Super Bowl, to engage with fans by showcasing their company values and mission.
2. Messaging Around Perseverance - Messaging that encourages a positive mentality in the face of adversity can resonate with consumers and help build a brand image of resilience.
3. Celebrity Collaborations - Partnering with high-profile individuals, like Joe Montana, to promote a product has the potential to increase brand visibility and connect with new audiences.
Industry Implications
1. Alcohol and Beverage - Beverage companies can utilize storytelling in their advertisements to connect with audiences and align their brand with values such as perseverance.
2. Sports - Sports organizations can engage with fans around shared values and promote resilience as an important aspect of their brand identity.
3. Advertising and Marketing - Branding and marketing firms can help businesses create messaging that resonates with consumers and aligns with their brand mission and values.