First of all, the music is spot on, it builds and swells with our emotions and the realization that only one of the men actually needs his wheelchair, but his friends alter their game in order to accommodate him. Guinness' slogan is "Made of more" and this ad represents that. These men went out of their way to learn a new method of playing a beloved sport, just so that their friend could still enjoy it and be included.
There isn't much of their product in this ad, but it also doesn't need it. Everyone can relate to a pick-up game with friends or grabbing a cold beer together, but there is a deeper level that brings out our humanity here.
The voice-over for the commercial says "Dedication. Loyalty. Friendship. The choices we make reveal the true nature of our character." This statement is strong and lends just enough to the commercial without overwhelming it. The story line needs very little commentary because it can stand on its own.
Guinness positions itself as an elite beer with character; they go the extra mile to create a great product and this ad is aligned with their brand perfectly.
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