Guinness Shows it’s Made of Black in TV Takeover

Last night (27 August), drinks company Diageo unveiled a new African campaign, with a four hour takeover on MTV Base. Part of the global Guinness Made of More platform, #madeofblack shines a light on a new generation of Africans whose boldness cannot be contained.

The campaign, conceived by AMV BBDO London with various BBDO African offices, will continue to develop over the coming weeks but the TV takeover featured stunts, guest appearances and the premiere of the new Guinness #madeofblack commercial (above).

Guinness is a uniquely black beer and the campaign shows that its drinkers also see themselves as different. The spot, directed by Sam Brown, features a compilation of African performers and creatives expressing their #madeofblackattitude in individual ways.

The campaign presents Guinness drinkers as creative and inventive as well as illustrating that #madeofblack is not just about colour but is about people exhibiting the brand’s ‘black attitude’.

The cast of the commercial and artist Fuse ODG will also share their #madeofblack stories via a social media selfie series, which will see well known faces asking consumers: ‘What are you made of?’ 

Mark Sandys, global brand director for Guinness, says: “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.”