Guinness ad becomes touching sensation

The spot is winning praise for its surprising twist and compassionate message. Warning: It might just give you goosebumps.

By Kim Peterson Sep 9, 2013 1:45PM

A new commercial by Guinness doesn't need flashy graphics or hot women to get your attention. All it needs are a surprising twist and a heartwarming message about friendship and love.

The ad, which the Copyranter website says was developed by BBDO New York, has become a viral hit, with millions of views online. It starts off simply enough, with six men in wheelchairs playing an intense game of basketball at the gym.

After the game ends, one player says, "I'm getting better at this." He and four other players get up from their wheelchairs and walk away, but one player remains in the wheelchair. "Next week, buddy," one of the players says.

Next, we see the men at a pub sharing beers after their game, and one of them is still in his wheelchair. The narrator says: "Dedication. Loyalty. Friendship. The choices we make reveal the true nature of our character."Pints of Guinness in a London pub on March 1, 2004 (© Peter Macdiarmid/Reuters)

The ad appears to be a blatant rip-off of this commercial from Indian company Mother Daily, but that isn't slowing the praise it's receiving. Guinness is owned by Diageo (DEO).

"Guinness distinguishes itself from its competitors by aligning its product with a brand of masculinity that has long been absent from beer advertising," Business Insider writes. Copyranter says the spot "will give you the chills."

Adweek notes that Guinness is able to capture the true essence of friendship in fewer than 20 words. "The bond among true friends is one forged of iron -- hardened, powerful and time-tested," John Tejada writes. "Nothing strengthens that bond more than friendly competition -- testing your physical abilities, challenging and pushing each other despite your disadvantage."

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Tags: DEO
57Comments
Sep 9, 2013 2:47PM
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Saw it. Loved it. Very touching even without the beer lol
Sep 9, 2013 4:25PM
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I don't drink Guinness, but I will buy one just to support this great advertising campaign.

Sep 9, 2013 3:10PM
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WOW! Has to be the best commercial I have seen in years.
Sep 9, 2013 3:22PM
Sep 9, 2013 3:51PM
Sep 9, 2013 4:53PM
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Great video! One down all down; nobody left behind; nobody ahead without the others.
Sep 9, 2013 5:40PM
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Guinness is not my favorite, that's for sure-but this commercial is pure CLASS!! 
Sep 9, 2013 4:51PM
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Nice ad....finding it hard to type right now.
Sep 9, 2013 5:31PM
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Good commercials are rare-most just throw in a dog for no reason.  Good job Guinness! 

Sep 9, 2013 8:16PM
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I could care less if its a direct or indirect rip off (it happens everywhere ,everyday, in all things commercial) .....  We would never see the India one most likely So I say thanks for bringing the message out  to the masses Guinness!
Sep 9, 2013 7:19PM
Sep 9, 2013 6:48PM
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Saw this last night for the first time and thought it was a great commercial.  i was hoping to see it again when I saw this artical.  Good job.
Sep 9, 2013 7:13PM
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Guinness is pretty much all I drink had some throat surgery and the more carbonated beer fell funny the bubbles feel weird. I have always liked Guinness so this commercial was the best .
Sep 10, 2013 3:49PM
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Yes, indeed, "manly men"--get up and walk away from the wheelchairs etc. and leave after the game, waiting for others to pick up after them.
Sep 12, 2013 7:49PM
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Is it real? or just for the commercial?  I love Guinness, by the way....it's my favorite beer.  Thanks for posting such an awesome thing.....I'm just hoping it's real and these guys really do exist.

Sep 9, 2013 5:55PM
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do they sell Guinness in a can? i'd like to try it on a beer in the rear chicken.
Sep 9, 2013 7:42PM
Sep 9, 2013 6:04PM
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The fact that it's a rip-off of another commercial makes it not worthy of attention.
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