This afternoon I came across a video about a new Guinness beer commercial. I expected nothing short of the usual – something fairly humorous, possibly sexual, and likely full of very attractive women (housewives) who were gladly serving their couch-ridden-foam-finger-wearing husbands a nice tall (manly) beer. I was completely wrong. This commercial has received attention for sending out a completely different message than those of other beer commercials. It depicts a group of men in wheelchairs playing an intense game of basketball, after which all but one of the men stand up; they were using the chairs to include their friend. The commercial then ends with a scene of all the men sitting around a table drinking beer together. I thought it was wonderfully daring that a beer commercial made the switch from basic advertising techniques (women and sex) to instead portraying men as more respectful, brotherly, and sensitive. Does anyone else think that this was a great commercial in that it doesn’t objectify women or portray men as dominant and sexual? Any other takes on it?