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New Definition of Masculinity

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Submitted By vness888
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When I first watched the Guinness Wheelchair Basketball commercial, I immediately played it over again. I couldn’t believe what I just saw.
It is no overstatement that this commercial resonated with me unlike any I have ever seen before. It’s not because I love Guinness. It’s not even because it breaks the stereotype for a beer commercial with its uplifting nature. As someone who has a muscle disease and may soon be in a wheelchair myself, it hit home.
What do I mean? It is very easy for a brand to mess this type of ad up. When you decide to include someone in a wheelchair, there is always the possibility that you might accidentally create an ad that is exploitative or condescending to the person with the disability. You run the risk that someone might take it the wrong way, or question your motives. Unfortunately, because of this, the advertising world tends to play it safe and feature only able-bodied individuals in commercials. So any deviation from that norm, and it is newsworthy.
That is what makes this Guinness ad all the more remarkable. It is newsworthy, yes. Yet, instead of sparking controversy or being universally panned by critics for tying their product to social inclusion, Guinness has been praised.
Their premise is simple: Guinness is the beer for those who go to great lengths to help their friends, and who believe that “the choices we make reveal the true nature of our character.”
Any brand can theoretically make that claim with their product. But when Guinness makes the claim it seems more authentic because it doesn’t rely on a plot that evokes sympathy. It doesn’t shamelessly plug the beer throughout the video, or position the brand by saying that they are the beer of “social inclusion.” Instead, the brand created an ad that is respectful and heartwarming without evoking an ounce of pity.
When the video begins, the viewer knows that the ad

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