Why "In Pursuit of More" Works

I'm not a beer connoisseur, but something about the idea of a crafted beer evokes a sense of nostalgia and perhaps dignity, even from me. People taking pride in the drink they produce, fighting against mainstream overproduction that strips the beer of distinction (so we are supposed to feel), somehow hits home. 

So the new commercial for Guinness (although I'd hesitate to call it truly crafted these days) intrigued me. Although it lacks the flash and pizzazz of other beer commercials, "In Pursuit of More" takes a cue from the Samuel Adams behind-the-scenes look, although now more...distinguished and mystical.

Why does it work? Not only does it tap into the craft beer sensation and niche that continues to expand, but it also forges an emotional connection via playing into the company's heritage. A man rides his bike down the cobblestones to work, where employees enjoy each other's company and are passionate about what they do. Cillian Murphy (think "Batman Begins" and "Inception") provides a thick Irish voiceover, setting the tone and mood alongside piano music that builds. In many ways, "In Pursuit of More" tells a story without being overt.

Skip to about 1:05, and here's what hits home: the generational tie of employees to Guinness. "In the footsteps of our parents and our grandparents." Well, now, a third-generation barley farmer makes for a good image and sell.

Hook. Line. Sinker. Looks like my next beer will be Guinness, if only to toast them for a beautifully simple commercial.