I Love it When Copy Carries the Day

One of my highlights from the 2014 Winter Olympics in Sochi was this powerful TV spot from Guinness.

Created by BBDO, NY, specifically for the Olympics, it was released before the games, but then pulled to comply with rules re: official sponsors and Olympic competitors. Hopefully we’ll see it on-air again now that the rules no longer prohibit airing. The music is strong and the visual is striking… but it’s the words that carry the weight of this spot, as the image remains static for most of the full 60 seconds. You have to read the captions to get the message.

As a copy guy, I love it when words bear the burden of telling the story and conveying the message… and I think they really pulled it off with this one. 

Up for debate: how this message actually sells Guinness beer. But an inspiring, well-written message, nonetheless.