Guinness Africa: Made of Black

Diageo unveiled a bold new Pan African campaign, #madeofblack, via a four hour take over on MTV Base. Over a year in development, #madeofblack, part of the global GUINNESS® Made of More™ platform, shines a light on a movement being created by a new generation of Africans whose boldness cannot be contained and who are fuelling a new, progressive spirit of Africa. A first for GUINNESS and MTV Base, the four-hour takeover featured #madeofblack stunts, guest appearances from Fuse ODG and Phyno amongst others, and the premier of the new GUINNESS #madeofblack commercial. The #madeofblack campaign was conceived by AMVBBDO in London with BBDO offices in Africa.

Advertising Agency: AMV BBDO, London, UK
Creative Director: Mike Schalit
Copywriter: Mike Sutherland
Art Director: Antony Nelson
Agency Planners: Alex Lewis, Tim Whirledge
Agency Account Man: Michael Pring, Gau Narayanan, Jonny White, Rob Ronayne, Harriet Pinnington
Agency Producers: Nick Godden, Holly Pienaar
Media Agency: Carat
Production Company: Rogue Films
Director: Sam Brown
Production Co. Producer: James Howland
Post-production Company: The Mill
Audio Post-production: Wave


Reality Check's picture
Reality Check
1903 pencils

What the world needs now is colour-blindness. Instead we get this colour-conscious campaign. For alcohol. Oh well.

damnson's picture
10506 pencils


An axe murderer of ads.

kleenex's picture
36296 pencils

A whole lot of wasted money is all I see here?

morse's picture
16638 pencils

Pretty but I'm unsure about the message.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

guajiro's picture
127 pencils

now imagine the same spot with the word "white" instead of "black". this is kinda racist ad, bros.

Guest's picture

the ad looks quite racist, it shows blacks are quite savage, not cool at all, yeah blacks are passionate and all but so are whites, no matter the message it is racist, no need to show black people acting soo savage then writing made of black

emerald's picture

Its obviously racist. We blacks shud not condone such.

seandscollins1993's picture
31 pencils

This ad from Guinness shows how the black color of the drink is more than people perceive. Throughout the commercial, vibrant colors are used to depict the brand. Guinness is more than just ‘the black stuff’, as many people call it. I believe they are trying to attract a new audience, as many perceive the drink as harsh tasting and heavy. Using the vibrant colors and movement, I think they are trying to attract a younger generation in order to heighten the Guinness name.
The quality of the Guinness brand is also highlighted in the advertisement. One from cuts in on a man wearing a crown and staff that kings and upper class have. Guinness is a brand well known for its consistent quality, all over the world. This part of the ad highlights this quality.
One thing that I love about this, and all Guinness ads, is they keep you waiting until the end. Throughout the ad no name or brand is given causing the consumer to watch all the way to the end in order to find out. This tactic creates much more awareness as watchers are intrigued to find out what the ad is about.

Sean Collins

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