I first saw clips of this ad during the breaks while watching matches in the English Premier League. Wondered which brand it was but I guessed that it had to be Guinness because it was one of the sponsors of the League on DSTV.
The full ad is out and is quite interesting as this is the first time Guinness is focusing majorly on music artistes and performers with the likes of Phyno, Bez, FuseODG and more. The ad is set to a soundtrack of Kanye West’s Black Skinhead. You would readily notice that it is focused squarely at a youth audience.
The pan-African campaign aired on the 27th of August on MTV Base Africa during Guinness’ four-hour takeover of the channel. It is also the first collabo between Guinness and MTV Base
“This new Guinness Africa ad celebrates ‘Black’. Black is not a colour. Black is an attitude. It’s a mindset, it’s a way of life. Black represents the best of Africa. It features real people with real talent from Lagos, Accra and Cape Town to Nairobi, Gaborone and Johannesburg. People who are Made of Black are people who are Made of More.”
According to Mark Sandys, Global Brand Director, Guinness, “Guinness is an iconic brand, famous for its extraordinary and inimitable marketing and #madeofblack is no different. This campaign is a celebration of an attitude that epitomises individuals who aren’t afraid to truly express themselves. Through #madeofblack we will provide a stage for those who are an inspiration to others as they carve their own path with confidence, flair and boldness.”
The #madeofblack campaign will continue to develop and build over the coming weeks. Fuse ODG, MOBO award winning artist, alongside the cast of the TV commercial and a wide variety of influencers and ambassadors will share their own #madeofblack stories via a busy social media Selfie programme, which will see well known faces asking consumers ‘What are you made of?’.
Speaking at the launch which took place at Bheer Hugz, Ikeja City Mall, Lagos, Mr. Seni Adetu, Managing Director/Chief Executive Officer, Guinness Nigeria Plc, explained the idea behind the made of black campaign. “#madeofblack is part of the global Guinness Made of More campaign. Guinness embodies the mindset of Nigerians who are not afraid to express themselves and who are carving their own path in life. It is an iconic beer that has the darkest liquid, but the brightest flavours. A beer that has lived in the hearts and minds of millions in Africa and across the world for over 250 years, Guinness has always had the authenticity, boldness and vision to do things differently,” Adetu said.
The ad was created by AMV BBDO, directed by Sam Brown, for the Pan African market.
What do you think of this ad?
https://www.youtube.com/watch?v=hIvHZFB-iYU&feature=trueview-instream&oref=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DhIvHZFB-iYU%26feature%3Dtrueview-instream&has_verified=1
