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Guinness' "Friendship" was the most effective TV beer spot during the third quarter, according to Ace Metrix, which also ranked the ad No.1 when comparing how all other brands competed against their specific niches (beer versus beer, apparel versus apparel, retail versus retail, etc.).
The 60-second spot, created by BBDO New York, features six guys playing wheelchair basketball, revealing in the end that only one of the men needs the mobility device to participate in the game.
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