Guinness – Made Of More

This is the latest Guinness advert which started to be shown last month (September 2013). The reason I have decided to blog about this particular advert this week is because I love the concept and the meaning of friendship and selflessness is truly shown by the people in the ad. As we see a group of young men all taking part in a game of wheelchair basketball, we’re shown an intense game and a great deal of teamwork. Then, once the game is over, all but one of the men stand up out of their wheelchair and head out – one giving the last gent, still in the wheelchair a pat on the back. The meaning behind the advert is very sweet and also portrays disability in a positive light – showing they are still normal people. After the game they head out to the pub and each celebrate with a pint of guinness.

Although I love the advert and it’s had a lot of positive press since it’s release I can’t help but wonder what the motivation behind the advert was? Does Guinness really want to change perceptions of disability? Or did they just create this advert because they knew most people would see it and think “Oh that’s a nice thing Guinness have done”?  I tried researching to see if Guinness has had any other links with disability or wheelchair based sports but wasn’t able to find one. I don’t think we’ll be seeing a similar message from Guinness again. Despite being unsure of their motive behind this advert, I won’t take it away from them that they have been very successful and have created a truly heart warming ad. The figures show it’s success as it went viral very quickly generating over 3 million views in 4 days. It’s definitely in my top 20.

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