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Company: Diageo
    View Company Scorecard / Contact Company
Brand: Guinness
Ad Title: Never Alone
Business Category: Alcoholic Beverages
Media Outlets: Online Video
Country: Ireland
Region: Global
Agency: Abbott Mead Vickers BBDO
Year: 2015
Target: Mainstream
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Theme(s)

Real GLBT Person

Theme Breakdown

AdRespect Score: 
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The screen opens on a man in silhouette, then to cuts of him fiercely playing rugby. "Every impact, every rib cracked, every bone broken, that was nothing compared to the demons tearing me apart. In my darkest hour, I turned to my teammates. Telling them I was gay, that was the toughest thing I've ever done. But when I needed them the most, they were there for me." Then, his face is shown, leading a team out onto the field for a big game, to the roar of a crowd.

Screen text then reads about the Welsh player: "Gareth Thomas thought he was alone. Always part of a team."

In 2009 when Thomas publicly came out, he was the first openly gay rugby professional playing.

“Rather than focus on physical attributes of what makes a rugby player, this campaign looks to inner qualities like courage, empathy and resilience,” Guinness said in a press release. The video “tells the story of how the former Wales captain’s greatest fear wasn’t the opposition he faced on the pitch, but the fear of rejection from everything he had known, because of his sexuality. The film celebrates the courage of Gareth, and most importantly, the empathy shown by his teammates when he came out, showing that even when he felt he was on his own and at his lowest point, he was always part of a team.”

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