| This commercial is the most inspirational piece of advertising I’ve ever seen. If you’re not one of the 10+ million viewers since its September 3rd release, take the 62 seconds to experience it. I was affected - something I almost never say about commercials. It was 8 a.m. on a lazy sunday and here I was riding an emotional updraft that I didn’t fully understand. What was it about this commercial? I scrolled down and read the video's top comment: Thanks Guinness for portraying men as something other than irresponsible dumb tall children as ... ALL other commercials do... * This was it; this was my updraft's origin – the commercial wasn't another typical 'realistic' view of small and low men. Guinness had created an image of mortal gods conquering their physical handicaps; then in a moment that handicap evaporated like the sweat on their skin. They'd chosen the wheelchairs – to help a friend. It wasn't about cutting down men. It was about honor. My immediate reaction was a desire to have friends like those men; to aspire to be like those men; to earn a victory drink too. After browsing my Ogilvy notes for Confessions of a Gentleman I realized that the “Father of Advertising” likely would've approved for this reason: The consumer is not a moron. She is your wife. Don’t insult her intelligence. Thanks Guinness for taking me seriously. I can’t wait to enjoy my next victory drink with you. *The top comment has changed since September 8th. |
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