Modern beer commercials tend to feature men who love watching sports and ogling women, but Guinness‘ new ad presents a group of wheelchair basketball players who are kind and loving friends. This often disregarded form of masculinity comes through clearly in the ad, breaking the norm for typical beer advertising.
Created by BBDO New York, the commercial includes a surprise twist and ends with the group enjoying a round of Guinness in a bar. The voiceover states that “The choices we make reveal the true nature of our character.”
The ad was posted last week and has since gone viral, already passing three and a half million views. You can check out Guinness’ heartwarming commercial below: