As typified by the recent surge of interest in the Paralympics, physical disabilities, while a debilitating impediment, have hardly equated to personal impairment. Irish beer company Guinness has attempted to capitalize on the uplifting nature of overcoming physical disabilities by showcasing an inspirational ad that portrays a group of friends playing wheelchair basketball with a twist – each of them are able to walk, but play in wheelchairs for one friend who is disabled.
The small-sided basketball game depicts a group of committed players who, at first, seem to all be wheelchair basketball players. As the game continues at an intense pace, the narrator utters the words “dedication,” “loyalty” and “friendship,” before a player scores the game-ending basket. The players, barring one, then remove the straps from their wheelchairs and head for the bar in celebration. “The choices we make reveal the true nature of our character,” the narrator says, as the scene cuts to an image of a pint of Guinness with the slogan, “Made of More.”
What's Driving This Trend
- Inspirational Advertising
- Irish beer company Guinness has created a trending marketing strategy by capitalizing on inspirational qualities, such as the uplifting nature of overcoming physical disabilities in its latest commercial campaign.
- Social Responsibility Advertising
- Guinness has effectively used its commercial campaign to promote social responsibility and inclusivity by showcasing the friendship and support shared by a group of mixed-ability basketball players.
- Narrative-driven Advertising
- With this commercial, Guinness has displayed a preference for a narrative-driven advertising approach that piques viewers' interest and promotes the company's message.
Who This Affects Most
- Alcohol Industry
- Guinness has created a trending advertising strategy in the alcohol industry by using its platform to advertise and promote social responsibility and inclusivity.
- Sports Industry
- Guinness has effectively capitalized on the uplifting nature of overcoming physical disabilities by showcasing a group of diverse, dedicated basketball players in their commercial campaign.
- Marketing Industry
- Guinness has set itself apart from its competitors in the marketing industry by creating captivating, narrative-driven commercial campaigns that evoke strong emotions in viewers and promote the company's message.
