For the most part, beer commercials are very formulaic in nature. The recipe tends to be quite simple. Start with some very beautiful women, throw in a wild adventure, and let’s not forget a dramatic voice-over, and then add a product close-up with a tagline that is completely meaningless and unoriginal. And there you have it. Air the spot during a football game, hockey game, or another event that speaks to the young male demographic – and what has really been accomplished? Likely not much.
Then there’s Guinness.
Guinness has a track record of very creative, evocative campaign executions that truly stand out, and one of their latest ads is truly no different.
Hat tip to BBDO New York for this gem. So far the commercial has been viewed over two million times on YouTube since being posted five days ago. I’ve also seen it on my Facebook feed several times, shared by friends who don’t work in marketing or advertising and don’t typically share ads.
Why is this the case? Why has this particular ad drawn so much attention?
There are a few reasons, and lessons for marketers.
It Evokes Emotion
The ad itself is very inspirational in nature. It speaks to wanting to help others, in a manner that brings fun and joy into their lives. It also speaks to everyday people – the ad, in many ways, is grounded in a sense of reality that most beer commercials do not contain.
The Narrative is Simple and Relevant to the Brand
There wasn’t much dialogue needed for this commercial. “The Choices We Make Reveal the True Nature of Our Character”. Making the choice to drink Guinness truly says something about you and what you stand for. It’s a simple as that.
The commercial itself truly is a work of art. It’s visually appealing. It’s like watching a dramatic, one-minute short story. It provides entertainment value.
Really, it’s another form of Brandtainment. Wouldn’t it be great if more brands took a similar approach to advertising? Imagine people wanting to watch commercials. What a concept.