In this article, Tullamore Dew Irish Whiskey uses an approach that not many use, sentiment. The four men are walking to a church graveyard, reflecting on times past. They end up pouring glasses, seeming somber, however, it is then seen that their friend is getting married. Rather than the usual approaches of a beautiful girl or a long and drawn out story, this simple ad shows the true power that ads are capable of through its quick and fleeting story.

http://adage.com/article/creativity-pick-of-the-day/tullamore-dew-short-film-tells-beautiful-tale-lost-friend/245279/