I usually don’t expect to be tearing up when I’m watching football. …well, I am a Vikings fan, so let me rephrase that. I usually don’t expect for an ad to have me tearing up while watching football. But that’s exactly what Guinness did to me with its last spot a few Sundays back. Here it is and, be warned, you might want a hanky nearby.
Okay! *sniff* Shake it off! Here are three reasons why that spot is so darn good:
This one uses all the old tricks. Beautifully shot, brilliantly edited, fantastic score, and well voiced. And the devices here abound – surprise twists, reveals, all that good stuff. Just fantastic.
- Brand Promise
This is where the spot really starts to get me – it’s not just a touching message, it’s an encapsulated view of what makes the Guinness brand special. It relates directly to those who would choose Guinness over another beer. Coming from a (biased) Guinness drinker, here are some facts about Guinness that this spot so beautifully reinforces:
- Guinness is not a typical choice. Therefore, the spot presents us with – “The choices we make reveal the true nature of our character”. Wow.
- You don’t chug a Guinness. Therefore, the spot is a :60, with a deliberate pace, and not a glimpse of the product name until 50 seconds into the message. Bold!…like a Guinness.
- Guinness is not for everyone. It’s more expensive, it’s dark, it’s heavy. Therefore, this spot makes no bones about saying it’s way out of the ordinary – it’s “Made of More”.
- Higher-level Marketing
Last but not least, this spot does something rare and magical – it takes the message to a higher level. It’s my favorite aspect of effective marketing – when the message becomes about more than just the “thing”. This spot is about so much more than selling beer. It’s about making the right choices, and savoring what’s important in life. If a beer commercial can relay that and stay true to its brand, then hats off to Guinness for truly marketing from a brand perspective…if you haven’t noticed, I’m kind of a fan of that.