Guinness's "Friendship" Commercial
Targeting - Social drinkers and friends
Core Theme of the Campaign -
Shows how Guinness brings people together for memorable experiences.
About the
Campaign -
Celebrates friendship and the shared moments over Guinness.
Formula applied by the Campaign to elicit customer action -
Captures the essence of bonding and camaraderie during gatherings.
Business Title
A Look at
the Campaign
Guinness has a history of creating memorable and emotionally resonant commercials, and the theme of "friendship" has been a recurring motif in some of their advertisements. One of the most notable Guinness commercials that touches on the theme of friendship is the "Guinness Basketball" or "Friendship" commercial, which was released in 2013.
Here are the key elements and concepts associated with Guinness's "Friendship" commercial:
1. Friendship and Bonding: The commercial focuses on the theme of friendship and the strong bonds that can develop between individuals who share common interests and passions.
2. Basketball Game: The central narrative of the commercial revolves around a group of friends who regularly play basketball together. This shared activity strengthens their friendship.
3. Adversity and Challenges: During a game of basketball, one of the friends faces a personal challenge. This challenge tests the resilience of their friendship.
4. Determination: The commercial emphasizes the determination of the friends to support and help their comrade overcome the obstacle he faces.
5. Surprise and Unity: The friends come together to create a touching and unexpected gesture of support that demonstrates their unity and deep friendship.
6. Visual Storytelling: The commercial relies on visual storytelling rather than dialogue, using imagery and music to convey the emotions and camaraderie of the friends.
7. Empowerment: The commercial conveys a message of empowerment and solidarity, illustrating how friends can be a source of strength and encouragement.
8. Brand Presence: Guinness's branding is subtly integrated into the commercial, often appearing at the end as part of the tagline or logo.
9. Emotional Impact: The commercial aims to evoke strong emotions, leaving a lasting impression on viewers and reinforcing the idea that Guinness is a brand that values friendship and unity.
Overall, Guinness's "Friendship" commercial is a testament to the brand's skill in creating emotionally resonant storytelling through its advertising. It celebrates the power of friendship and unity, aligning with Guinness's broader messaging of bringing people together to enjoy moments of connection and camaraderie over a pint of Guinness.