Not your typical beer ad

Beer commercials in general are comedic and appeal to our more immature nature. Typically, these are targeting a younger audience or the younger man that hides inside our not-as-young-as-we-used-to-be body. 

This ad from Guinness appeals to our emotions and to a deep-seated desire that most people have to be a better person. Most of all, it appeals to everyone in their target. 

I liked how the ad try to show something different, trying to address the emotion of a purchase or choice. Emotions play a big role when we make consumer purchases. They don't show the usual part that beer drinking is about chasing girls and party. They are showing the consumer how beer is a different part of their lives. 

Their brand is that Guinness is “made of more.” Their message is that people who drink Guinness are made of more. For most people, being “more” is what they want to be. Because when it comes down to it, who doesn’t want to be like the group of able-bodied guys that drink Guinness after their basketball scrimmage in wheel chairs, so they can include their friend who is confined to the chair?  Subconsciously, people will choose the beer so they too can be made of more. 

Value-Expressive Influence

Other people and groups often influence our decisions about what to buy. We seek out others who share our interests in products or services. Value-expressive influence is a form of reference group. A reference group is an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior.

Value-expressive influence include individuals that feel that the purchase or use of a particular brand will enhance the image others have of him or her. The individual feels that those who purchase or use a particular brand possess the characteristics that he or she would to have.

All this ads show more about the lifestyles you can have if you buy those products. What kind of people consume those products. What can you become if you wear that, consume that, drink that, etc. These brands are have a high value-expressive influence.

Materialism

Our possessions play an important role in our lives, and the desire that we have to accumulate them changes our values. Materialism refers to the importance people attach to worldly possessions. Most of the people are materialistic in a certain way. Many of us certainly work hard to attain our vision of the good life, which involves materialistic object that most of the times we really don't need them but it makes you feel good to have them.

Materialists are more likely to value professions for their status and appearance-related meanings, whereas those who do not emphasize this value tend to prize products that connect them to other people or that provide them with pleasure when they use them. High materialists prefer expensive products that they publicly consume. As the BMW ad that shows the luxury sport car covering the girl face.

Social Marketing

Consumer behavior can play an important role in improving our lives as consumers and helping us make better decisions. Social marketing try to encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving. Social marketing theory and practice has been progressed in several countries such as the US, Canada, Australia, New Zealand and the UK, and in the latter a number of key government policy papers have adopted a strategic social marketing approach.

We are engaging every time more in risky consumption behaviors such as smoking, drinking, and gambling. With social marketing, marketers can help reduce this behaviors and make us more conscious about the decisions that we make.