Annalyse publicité Guiness

Marketing surprised me with….

When I read the subject for the first time I really didn’t know what I will choose because when I see an advertising I never or I don’t think to analyse it.

But I remembered one advertising in 2013 which was different from the others but before analysing it, I want to show you what I’m talking about.

Video

At the beginning of the advertising we see people who are playing wheelchairs basketball. Everybody thinks that the advertising talk about adaptation of disabled people in the society thanks to sports. Moreover, it’s a hard game, there is a lot of stroke and some players fall but they continue to play.

At the end of the game, everybody gets up but only one need his wheelchair because he is really a disabled person. And he is the one who played the best during the game. he is the leader and he played hard.

The final part of the advertising is in a bar and they share beers. More precisely, they share a Guinness and they have enjoyable time.

During the advertising, music also transmits emotions and a message of hope. The hope that differences can be accepted but they said people who will accept that easily are your friends.

Guinness company in this advertising plays on differences but they want to show even if the taste of Guinness is not like the others it’s remain a beer. The goal isn't here to move us by disabled athletes, showing them as strong and motivated as a valid. What is very surprising is the fact that this advertising is showing valid people who try to be as strong as disabled person playing wheelchairs basketball.

Guinness is unique!

To sum up it’s not because there is dissimilarity in Guinness taste that they need to change to become like the other beers. It’s a unique beer and the only one on the market to propose that. The company don’t want to change “to enter the ranks”. The slogan “Made of More” prove that idea of difference and explain there is more thinks in a Guinness than in other beer.

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