For many years, beer has accumulated the mainstream idea that beer is usually consumed in party scenes. It also created a popular idea that young men who drink beer are virile, wild, girl-loving, party-loving individuals. Recently, however, it seems that brewing companies have begun to move away from this way of thinking and form a new ideology. That being said, this beer is an alcoholic beverage that can bring people together to have a good time. Guinness took this way of thinking and took it even further. With this ad, Guinness wants to show that men who drink beer can still be manly, but also sensitive, friendly and supportive at the same time. They show these qualities through the actions of men playing basketball. The Guinness commercial starts right in the middle of the action. It first shows a basketball flying through the air in slow motion towards a basketball hoop. The camera then pans to the faces of active young men in wheelchairs, anxiously watching if the ball will go in. The ball bounces off the backboard and falls into the hands of one of the men. In the moments that follow, as the men travel across the basketball court in wheelchairs, we observe the competitiveness and sportsmanship of both teams. You could see the sweat running down their faces and struggling to get up after being knocked down. The crash of wheelchairs, the screeching of wheels and the shouts of the players could also be heard. These few moments are action-packed and show the players' dedication to the game. Once the game is over, all but one of the men untie themselves and get out of their wheelchairs. They are all... middle of paper ... Guinness really highlights the admirable and inspiring characteristics that men possess throughout the ad, which in turn makes the audience want to be more like them. transforming something that is not so extraordinary into something miraculous. The same concept is true for the actual product. Guinness takes an ordinary wheat crop and turns it into the spectacular alcoholic beverage that is served today. Young men who drink beer were generally considered the wild and crazy type. But Guinness took this dominant ideology and tried to shine a much more appealing and uplifting light on it. This heartwarming and heartbreaking advertisement is slowly starting to change the stereotype created many years ago. Guinness makes it very clear that men who drink beer are not only manly, but can be sensitive, friendly and supportive at the same time..