10 Sep 2013
Guinness' wheelchair basketball advert goes viral
BY Tom Walker
An advert for beer brand Guinness, depicting a group of friends playing wheelchair basketball, has gone viral and could change the perception of disability sport for many.
The advert - produced by creative agency BBDO New York for drinks giant Diageo, which owns the Guinness brand - begins with a group of group of friends playing an intense game of wheelchair basketball.
There is a twist, however, as all but one of the friends stand up from their chairs at the end of the game before heading to the pub as a group.
Watch the video here: Guinness advert with wheelchair basketball
The advert is groundbreaking as it places abled-bodied people in the environment of disabled sport.
The way wheelchair basketball is portrayed in the advert could make it attractive for abled-bodied to get involved in the sport, in return improving the number of opportunities for disabled people to take part.
In a recent study, the English Federation of Disability Sport (EFDS) found that 64 per cent of disabled people would prefer to take part in sport with a mix of disabled and non-disabled people. However, only 51 per cent currently have the opportunity to do so. To read more about the EFDS report, click here.
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