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."
Image Credit: Guinness
Key Themes Behind This Trend
- 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.
- 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.
- 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.
Where This Applies
- Alcohol and Beverage
- Beverage companies can utilize storytelling in their advertisements to connect with audiences and align their brand with values such as perseverance.
- Sports
- Sports organizations can engage with fans around shared values and promote resilience as an important aspect of their brand identity.
- Advertising and Marketing
- Branding and marketing firms can help businesses create messaging that resonates with consumers and aligns with their brand mission and values.
