Une publicité Guinness qui fait chaud au coeur pour les Jeux Olympiques de Sotchi

Après l’amitié appliqué au milieu sportif dans le cadre du handibasket, Guinness s’installe dans ce même thème général du sport. Cependant, cette fois-ci ce sont les liens de fraternité qui seront mis en avant.

Clairement axée sur le pathos, cette publicité réellement émouvante ne peut laisser insensible, un peu à l’image des dernières publicités P&G.

La réalisation de la vidéo est simpliste mais terriblement efficace, tout repose sur le texte sublimé par une musique parfaitement adaptée.



Ce qui fait la force de cette vidéo et qui est très intéressant, est d’une part la capacité qu’a Guinness à rebondir sur l’actualité récente, c’est à dire les qualifications pour les J.O. de Sotchi. D’autre part, cette publicité s’inscrit parfaitement dans la campagne actuelle de la marque nommée « Made of More ».

Cette histoire, pour le coup vraie, d’une jumelle qualifiée pour les Jeux Olympiques d’Hiver laissant sa place à sa soeur qui était trop malade pour participer aux qualifications est une véritable ode au sport et aux valeurs que ce dernier peut véhiculer, au delà de tous les enjeux financier qu’il représente dans la société actuelle.

Guinness, par le biais de son agence BBDO New York a su capter et s’approprier cet instant d’humanité et de fairplay si rare. Malheureusement, il y a une entrave à cette magnifique publicité.

En effet, la publicité devra être retirée d’ici jeudi car les Comité Olympique des Etats-Unis interdit aux marques qui ne sont pas sponsors officiels d’utiliser des athlètes participant aux jeux pour leurs publicités. Empressez-vous donc de regarder cette merveille avant qu’elle ne disparaisse.

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