Black is not a colour. Indeed, it is the absence of colour, as any smart-arse will tell you. But, in the context of Guinness Africa’s new campaign, black is an attitude, a state of mind. Provocative stuff. The spot itself, which features young African artists, is full of energy and notes of anger, thanks to the soundtrack, Kanye West’s Black Skinhead. It’s a world away from the Guinness ads we’re used to seeing in the UK. But Guinness is a different kind of drink in Africa. For a start, people tend to drink a bottled, export-strength Guinness in the continent. The stout also has a different image, with connotations of aspiration.
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