The first round of the 2011 rugby World Cup began September 9, 2011. Beer companies, knowing that beer and watching rugby are as inseparable as fish and water, capitalized from this international sporting event by airing a number of excellent commercials.
Guinness Rugby “Some Are Made of More” commercial depicts an epic battle. Muddied armies face each one another and fighting ensues. The main character wins by successfully inserting his flag in enemy soil. The triumphant flag scene fades to a perfectly pulled Guinness, cream swirling delectably in an austere pint glass.
This rugby commercial was reminiscent of “Braveheart,” absent all the killing. Guinness’ “Some Are Made of More” was a grand scale commercial that was attention grabbing and made the viewer curious about what exactly was being advertised. When the final scene cut to a Guinness, every viewer likely had the taste for a cold, delicious Guinness. Guinness was very clever with their theme and revealing their product at the end of the commercial and in doing so the product was desirable without pushing it on consumers.
This advertisement evokes a sense of gamesmanship and athleticism and plays right into the heart of rugby fans worldwide. Guinness is often perceived as a manly beer and this commercial extends that perception. Guinness was successful in promoting their theme “Some Are Made of More” by depicting one man overcoming many obstacles and almost single-handedly winning the battle. Every sports fan knows that on the rugby pitch there are winners and there are losers. Quite simply, some are made of more. There will only be one winner of the Rugby World Cup. In the realm of beer sponsors and advertising in general, Guinness won the hearts of viewers by investing in such a memorable commercial befitting the seventh quadrennial Rugby World Cup.
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