I recently came across an ad that surprised me in the best way possible. It had heart, strength and, most importantly, an awesome message. The ad I’m referring to is for Guinness beer.
The reason I admire this spot as much as I do is simple: it’s different, thoughtful and has an unexpected ending. While many beer advertisements rely on slapstick humor, an overkill of masculinity and a simple message, “drink our beer,” this one does not.
As you can see, this Guinness ad veers away from the clichéd beer model and creates its own: beer-drinking, manly men can be strong and sensitive. It also creates an impactful and unique message promoting qualities like dedication, loyalty and friendship: “The choices we make reveal the true nature of our character.”
Not only does this ad do a great job of building a beautiful story, it positions Guinness as a different kind of beer brand. By taking the opportunity to break the mold, Guinness stands apart from a pool of brands targeting the stereotypical girl-chasing, party-loving manchild. Guinness is much more than that, and I like it.
This strategic approach to marketing is both effective and appreciated. The spot’s “Made of More” message is refreshing, memorable and heartwarming—acting as a breath of fresh air within the beer industry. Guinness is also taking the reins by targeting a more mature audience. Guinness isn’t looking to be the beer of choice at some college kegger. No, Guinness says, “I have morals. I have character. I have a specially-crafted glass.”
So yes, in my opinion, Guinness has definitely taken advantage of this open opportunity in the beer marketplace—and they are doing it with style and class. Now excuse me while I go enjoy a charming glass of Guinness with my caring and athletic friends. Cheers.
