Guinness "#TasteofBlack" by Iris

Guinness has launched a TV campaign in South Korea that aims to get more people to try the stout.

Iris created the TV spot, which introduces the line: "Taste of black." The spot opens on a sign that flashes "drink black" before proceeding to a series of stylised vignettes featuring artists, musicians, models and athletes. The ad stresses six key characteristics of the Diageo-owned drink – smooth, deep, creamy, bold, rich and amazing – and is supported by digital and social activity that the brand hopes will encourage people to share their thoughts on trying Guinness online. The ad appears to be targeting women at least as much as men, which makes sense in the context of a report from The Korea Times in 2011 that stated the drink was particularly popular with female consumers because of its "low calories, flavoured taste and beautiful colour".