Guinness releases commercial featuring wheelchair basketball
Not your average beer commercial, for sure. Viewers were pleasantly surprised by the mold-breaking Guinness wheelchair basketball commercial released in September 2013.
In it, a group of athletic men take part in an intense game of wheelchair basketball on a seemingly average court. The commercial shows the competition, intensity and team play that is so common in wheelchair basketball.
After about 40 seconds of play, all but one man stand out of their wheelchairs, showing a deep support for a buddy who has a physical disability.
The commercial closes with the friends enjoying a round of Guinness with a closing message (via voice over): “The choices we make reveal the true nature of our character.”
What is so great about this commercial (besides highlighting wheelchair basketball), is that the video is able to capture and convey a level of human sensitivity, camaraderie, strength and love for sports without coming right out and saying it. Pairing that with “silent” product placement and a simple, overarching message, this wheelchair basketball commercial is a through-the-roof success. Both for Guinness and our sport.
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