Guinness Africa launches 'made of black' campaign with Kanye West ad

Guinness Africa has released a commercial that builds on the brand's "made of more" strapline, called "made of black".

The pan-African campaign aired last night on MTV Base Africa during Guinness’ four-hour takeover of the channel.

The spot was created by Abbott Mead Vickers BBDO, in conjunction with BBDO offices in Africa and is the agency’s first work for the brand since winning the business in October.

The ad, which was directed by Sam Brown through Rogue Films, features clips of black performers, as Kanye West’s 'Black Skinhead' plays in the background. Music artists including Fuse ODG and Phyno will continue the campaign with messages on social media, such as Twitter.

Creative director on the account at AMV BBDO was Mike Schalit, while Mike Sutherland wrote the campaign and Antony Nelson art directed it.

Mark Sandys, the global brand director at Guinness, said: "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."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More