We know that sport has an ability to connect on a more emotional level than almost any other form of activity. It doesn’t need to be about medals and achievement. Sometimes it is just about turning up and doing the right thing.
Guinness as a brand has always had a strong reputation as one of the leading advertising forces of the last 50 years. In 2013 it produced an ad around friendship that used wheelchair basketball as an inspiring background.
In 2014 it has hit the ball out of the park again with an ad created around two twin sisters and their ambition to compete at next month’s Winter Olympics.
The theme of the ads is the choices we make define who we are. This is so true on every level. Watch the ad below to see how Guinness have brilliantly highlighted one choice and used one image in order to get the message across. Be quick though as the US Olympic Committee have a ban on advertising using Olympians from non premium partners and the ad will only be available to view for a limited period.
Lesson for Sport: You create great stories every day and in every way. Telling them properly is an art.
Lesson for Business: Highlighting those stories and attaching your brand to them will define you for a massive audience.
