But a poignant new ad from Guinness flips the switch by presenting a group of athletic, beer-drinking men who are defined as much by their kindness as their physical strength.
What’s exceptional about the ad is how it presents the characters’ sensitivity hand-in-hand with their physical strength and love for contact sports, implying that a Guinness drinker can love his friends as much as he loves his favorite beer and his favorite sport.
By doing so, Guinness distinguishes itself from its competitors by aligning its product with a brand of masculinity that has long been absent from beer advertising.
It’s still an appeal to masculinity in its way, but to a different type than we’re normally accustomed to. Not buffoonery, sexism and licentiousness, but respect and loyalty. Guinness is having none of your frat parties and dorm ragers. This is now an honorable gentleman’s beer. Let Miller, Budweiser and Coors serve the uncouth vagabonds who just want to get drunk and get laid.
Would another beer make these sacrifices for its friends? I bet you they wouldn’t. Coors Light certainly wouldn’t—it’s too busy tapping the Rockies. Budweiser? Too busy being the self-appointed “King of Beers.” Miller? Too busy living the High Life.
Guinness, however, is never too busy for friends. And more importantly, never leaves one behind.
Well played Guinness. +1 marketing.
Also, wheelchair basketball is awesome. The people who play it are mental (although possibly not as mental as those who play wheelchair rugby). I watched some of it last year during the paralympics, and it’s great, because sometimes they damage a wheel - so they just pull it off and wave it in the air and a helpful man/woman comes running over with a new one to put on, and they get back on with it.