The Heartwarming Guinness Wheelchairs Basketball Commercial [Video]

Created by BBDO New York, the ad features a group of wheelchair basketball players…with an unexpected twist at the end.

A new advertisement for Guinness beer is making the rounds because of its shockingly different content.

As beer ads go, they usually fall into one of two camps: guys acting stupid/drooling over hot women or guys getting all macho with one another. This BBDO New York-created commercial falls into the latter category but ups the anti with a twist ending that cements what true friendship really is.

“The choices we make reveal the true nature of our character,” intones the narrator, and he’ll get no argument here — even if they are counting on us reaching for a Guinness to wash away that lump in our throat.

A poignant new ad from Guinness flips the switch by presenting a group of athletic, beer-drinking men, who are defined as much by their kindness as their physical strength. The music is The Cinematic Orchestra’s 2007 track “To Build a Home.”

The one-minute commercial features a group of guy friends –all in wheelchairs– gathered for a competitive and adrenaline-charged game of basketball. The game is aggressive, and no one seems deterred by the precarious possibilities of collisions or falling over (both of which happen during the game).

The purpose of the commercial at first seems to convey the message that this kind of dedication is what true athleticism is all about. But that’s not all the advertisement portrays.

It’s clear towards the end that these guys are champs. They’re dedicated and fearless. The last few seconds reveal an unexpected twist.

The ad, created by New York-based agency BBDO, has been viewed more than 700,000 times since it was posted to YouTube earlier this week.

Perhaps more importantly, it made the front page of Reddit Thursday under the heading “One of the best alcohol commercials in a while.”

YouTube commenters noted, “This is advertising done well. I will buy Guinness from now on because of that ad.” Another admitted, “Have to say, I shed a tear.”

For more than 250 years, Guinness has been brewing beer in Dublin. While the brand is known for its classic Irish Extra Stout and being official drink of St. Patrick’s day across the world, the company is also known for its blockbuster-style advertisements.

From the hilarious, to the bold and fierce, they all have a bit of cheek. Guinness’s iconic stature is partly due to its advertising.

From the Pure Genius series featuring actor Rutger Hauer, to the Anticipation campaign featuring actor Joe McKinney dancing to Perez Prado’s ‘Guaglione’ while his pint settled in the early 1990s.

In 2000, Guinness’s advertisement ‘the Surfer’ was named the best television commercial of all time in a UK poll conducted by The Sunday Times and Channel 4.

The advertisement, inspired by Walter Crane’s 1893 painting Neptune’s Horses, centres on a group of surfers, waiting for the perfect wave. As it arrives, the crashing surf turns into horses.

Their 2005 commercial ‘Noitulove’ – evolution spelt backwards – featured three men drinking a pint of Guinness and then undergoing reverse evolution, passing through various stages from homo sapiens to velociraptors until finally settling on a mud skipper, followed by the line ‘good things come to those who wait’. It was the most-awarded commercial worldwide in 2006, writes the Telegraph.

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