Breaking the Stereotype… of Beer Commercials

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?

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One thought on “Breaking the Stereotype… of Beer Commercials

  1. jessmcphillips

    I think this is a great commercial because, while it breaks the stereotype of beer commercials with its lack of oversexualized women, it also shows men in a better light. Beer commercials that feature “very attractive women (housewives) who were gladly serving their couch-ridden-foam-finger-wearing husbands” (loved that description, by the way!) are showing men and women in a negative light. I think that both males and females deserve to be portrayed in a positive light in commercials, and this Guinness does a fine job of showing how caring and supportive men are.

    Reply

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