Wheelchair Athletes Deliver Unexpected Performance in Touching Guinness Ad
BBDO New York orchestrates inspiring game for the brew
Sep 05, 2013
BBDO New York's latest spot for Guinness beer finds a group of men in the midst of a grueling game of wheelchair basketball, with Murderball-inspired vigor. The sweat-covered friends wrestle for possession of the ball, collide, fall over and get back up with quick, but strained movements. They celebrate baskets made, demonstrating strong camaraderie until the game comes to an end and the true depth of their bond is revealed. The Cinematic Orchestra's moving "To Build a Home" -- a frequently featured track in climactic or sorrowful scenes of television shows such as Homeland and Grey's Anatomy -- backs the well-framed and smoothly edited ad.