Adjacent Storytelling from Guinness: Wheelchair Basketball Ad

I’ve discussed adjacent storytelling  a few times here before.

Guinness’ latest ad (with a touching  twist)  is yet another perfect example of this extremely effective form of advertising.

Released only 3 days ago, it’s already garnered over 700,000 views, hundreds of comments, and thousands of shares and likes.

What is the Adjacent Story?

The adjacent story is the one that you see out of the corner of your eye;  it’s every day life.

In an advertising sense, adjacent storytelling allows the consumer to take center stage rather than the brand.  The brand just happens to be there (like a prop, literally.)

Done well, adjacent storytelling really works.

Why Adjacent Storytelling Works

Adjacent storytelling in advertising helps brands overcome the attention deficits of  often fickle consumers.

Done well, adjacent storytelling edges consumers to subconsciously associate the brand with a personal story that stays with them long after the 30 second spot.

Adjacent storytelling allows the brand to relate to consumers on a level beyond the glitz and the 30 second ad spot glamour.

“Dedication. Loyalty. Friendship.”

Read some of the comments on YoutTube and you’ll agree…

comments youtube guinness wheelchair ad

Adjacent storytelling re-enforces the values of the brand.

“The Choices we make, reveal the true nature of our character”

In a nutshell, adjacent storytelling works.

Over to you…

What do you think about Guiness’ latest ad? Is it effective? Share your views…


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