Guinness USA has launched an inspiring commercial featuring a brutal but friendly game of wheelchair basketball. Six men battle over the ball on the court, crashing into one another, recovering their balance and celebrating baskets. The twist ending is celebration of dedication, loyalty and friendship, connecting a shared drink with the “Made of More” tag line.
The Wheelchairs ad was developed at BBDO New York, by chief creative officer David Lubars, executive creative directors Greg Hahn and Mike Smith, senior creative director / art director Dan Lucey, senior creative directors / copywriter Chris Beresford-Hill and Tom Kraemer, senior creative director Wil Boudreau, director of integrated production David Rolfe, executive producer Kevin Wilson, executive music producer Loren Parkins, senior content producer Tricia Lentini.
Music is “To Build a Home”, by Cinematic Orchestra.
The Guinness Wheelchair Basketball ad is similar in concept to a 2010 Mother Dairy commercial for Chillz Cone ice creams, developed by Saatchi & Saatchi New Delhi.