# Football Legend Stout Ads Guinness and Joe Montana Joined to Celebrate This Year's Super Bowl By Riley von Niessen | Published 2021-02-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/joe-montana References: [youtube](https://www.youtube.com/watch?v=lKqusyiHjSM&feature=youtu.be) & [guinness](https://www.guinness.com/en-us/?kjnls) Guinness partnered with Joe Montana to celebrate the [Super Bowl](https://www.trendhunter.com/trends/instacart-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](https://www.trendhunter.com/trends/fifa-club-world-cup) 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 ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 4% | Activity: 30% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### 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. ## Related on Trend Hunter - [Reimagined Classic Beer Campaigns](https://www.trendhunter.com/trends/a-lovely-day.md) - [Collectible Whiskey Mule Cocktails](https://www.trendhunter.com/trends/double-gold-cocktail.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Celebratory Beverage Ads](https://www.trendhunter.com/trends/legendary-stories.md) - [Wish-Granting Beer Ads](https://www.trendhunter.com/trends/2024-bud-light-super-bowl.md) - [United Mascot Commercials](https://www.trendhunter.com/trends/instacart-super-bowl.md) - [Football-Themed Beers](https://www.trendhunter.com/trends/kickoff-beers.md) - [NFL Athlete-Backed Avocado Campaigns](https://www.trendhunter.com/trends/rob-gronkowski1.md) - [Irish Stout Campaigns](https://www.trendhunter.com/trends/guinness-unveiled.md)