[youtube=http://www.youtube.com/watch?v=xwndLOKQTDs] Send to me by a friend, I thought this spot was a nice compliment to the Wrigley gum spot I looked at a couple of posts ago.
Beer commercials run the gambit from silly & offensive (most) to sentimental and emotionally overwrought. What I like about this commercial from Guinness (apart from the unexpected ending )is that it's telling a story about the viewer. If you're the kind of guy who would use a wheelchair for a couple hours to play basketball with your friend who has to use a wheelchair, then you're the kind of guy who drinks Guinness beer.
You can buy a beer because of the taste or you can buy a beer because the story of the brand matches your story -- or at the least it matches who you want to be or how you want to be seen by others.
Guinness gets that, and in telling this story they're not competing with other brands on taste or cost, their playing the game on different turf.