My goodness, my Guinness!

TGIF — Thank God it’s Friday! I’m sure we can all relate to having a rough week at work and being excited when Friday makes its weekly visit. Time to get together with friends at a pub for a pint. Guinness, anyone?

Have you seen the newest ad for Guinness?

The clip opens with a group of men playing basketball in wheelchairs. They appear intensely competitive, sweaty and determined. They seem to be in a league together and we might infer they play regularly to fuel their camaraderie. We might assume they are all in wheelchairs because they need to be. But that proves false when every man gets out of his wheelchair, except one.

Within weeks, this beer commercial has gone viral on YouTube and is currently sitting at over five million views. What makes this commercial different from other beer commercials? Dignity.

The average beer ad is typically juvenile, aggressive, sexually suggestive. The advertising supposedly speaks to the young and adventurous, implying that most adults become like teenagers when alcohol is involved. This doesn’t give adults, or aspiring adults, enough credit.

I smiled when I first saw this ad. How clever. Dedication. Loyalty. Friendship. Apparently it’s possible for people who drink beer to have dignity! Who knew?

The Guinness ad broke two stereotypes in one shot — one about beer being for members of the boys club and another about people with disabilities being weak or incapable.

Guinness may be selling beer, but when I look at this ad, I care less about the beer and more about the message: “Made of More.” This ad goes against the grain and does something radically different, just enough to make people take a second glance. It challenges us to reflect. How’s that for creative marketing?

It’s satisfying to see mainstream media endorsing loving values. It may not be exclusively "Catholic" but it does hold good value. I bet that not only will there be more drink orders for Guinness this Friday, but I’m sure the ad has also planted a seed, reminding people that the choices we make reveal the true nature of our character.