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.