Two ads, two different approaches to disability inclusion.
In the Add-Victor campaign, above, disability is presented as something ‘normal’ and part of the mainstream.
In the Guinness campaign, below, the issue seems to be more about making able-bodied people feel good about themselves – ugh! that melodramatic music and voiceover – pat yourselves on the back, guys, let your wheelie-buddy tag along and have a Guinness as a reward. Aren’t you the ‘bomb’?
I can see what Guinness were trying to do, and, sigh, appreciate the intent but I don’t think this ticks the boxes they were hoping for.
I’d suggest Guinness take a look at the Add-Victor campaign and get back to the drawing board. What do you think?