The commercial begins with the song playing right on cue of the ball missing the goal. If you notice, the video is in slow motion at this point. When the ball comes down and is rebounded the camera is repositioned on the guys rolling down the court to symbolize how strenuous these guys are working. Their dedication is displayed not only by the looks on their faces when the camera is zoomed in, but by the sweat dripping aimlessly down their brows.
Consequently, the announcer comes on and states dedication when one of the men fall down in the wheelchair trying to retrieve the ball but instantly gets back up to get back in the game This is not only emotionally appealing to the audience because they are playing the diligent game of basketball, but because these guys have to work even harder due to the fact that they are paraplegics. The final goal is made and all but one of the guys gets up from their wheelchair which visualizes the devotion these guys demonstrate to the one guy who actually is handicap.
Once again this an attempt from the creators of this commercial to emotionally appeal to its audience by representing the loyalty of playing basketball in the most unbiased way possible to a paraplegic friend. The music in the background plays an important role in this commercial. The Cinematic Orchestra To Build a Home is very inspirational to the visuals to this commercial. The tempo perfectly aligns with the events in this storyline.
It begins with this slow tempo to signify the sadness in the events but then climaxes when the goal is made and shows that not everyone in this video is actually in a wheelchair and it finalizes when the tempo becomes lowered and constant symbolizing a calm and collectiveness that we are all the same despite our differences. Guinness consumers alone are not the only intended audience of this commercial. This was meant to appeal to younger and older audiences.
The younger audiences benefit from the choice of music which is The Cinematic Orchestra. The older audiences benefit from a beer commercial. This commercial is very simple. Its intent is not for you to focus on the fact that paraplegics have it harder in life, or the intensity from the sport of basketball. Its merely about the three main principles these individuals exhibit. Its about the Dedication, Loyalty, and Friendship. This character is defined as the type of people who drink Guinness Beer.