New Guinness Ad: Heartwarming or Manipulative?

Guinness Made of More Basketball Ad

If you guys haven’t seen the latest Guinness ad, give it a quick watch and then read on.

The spot is gaining a lot of traction on the web, and I have to admit, I have some mixed emotions about it. At first, I was deeply moved. I was under the impression – as I assume many others were – that all of these guys were disabled. Of course, I knew the commercial would end with the guys gathered around a bar table full of Guinness. What I didn’t know, was what they didn’t want me to know – that only one of the guys was disabled.

So, like I said, I was truly moved when I first realized the twist. I thought, I’m gonna blog about how awesome this is. But, then, as I thought about it more, I started to wonder about how great it really is (or isn’t).

Throughout the commercial, we hear the words “Dedication. Loyalty. Friendship. The choices we make reveal the true nature of our character.” At the end of the commercial, we see the men gathered around a table drinking Guinness, and the logo comes across the screen with the words, “Guinness. Made of More.”

Guinness Made of More Ad

Do I agree with their statement about the “true nature of our character?” Yes. Do I think that beer brings friends together? Absolutely. Do I think that the commercial embodies that statement and idea? Yes, for the most part.

Here’s what I don’t think. I don’t think Guinness is what propelled those friends to participate in that activity. Are they drawing a parallel between these friends and the brewery; as in, Guinness beer is brewed with dedication, loyalty, and friendship? I guess, maybe. I also think they may be tugging at our heartstrings with something unrelated in an effort to create a connection with their brand.

It simply seems manipulative. And let me just say, that I’m typically the kind of guy who cries during chick flicks and heartwarming commercials. And while my initial reaction with this one was indeed to grab a tissue, for some reason, I thought twice. Now, here I am, torn on what to think.

I’d be interested in other opinions as my mind is not yet made up.

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