By doing so, Guinness distinguishes itself from its competitors by aligning its product with a brand of masculinity that has long been absent from beer advertising. The ad has been viewed 117,000 times on YouTube since ...
Sally Katsuta's insight:
It was very toughing ads and also can catch people's attention by the beginning as people are not really familier with wheelchair basketball. The emotional appeals was used in the commercial with sports, friendship. this moving ads can creat positive impact on Guinness brands and brand awareness as well. I have realised that Guinness might target on people who drink with friends and love sports. As there are many sport's bars and people enjoy frink with friends, it is possible and key to focus on this segment. Also, I feel the men's friendship from this ads as well. Very good ads and now I remember Guinness :)
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