Guinness: Made of Black - New Unusual & Energetic Campaign Targeting African Markets

AMV BBDO and Guinness Africa has released a commercial that builds on the brand’s “Made of More” tagline, called “Made of Black” for the Pan African market targeting youth audiences.

The ad is over two minutes long and features a wide range of African performers and artists to the cool soundtrack of Kanye West’s Black Skinhead.

The ‘Made of Black’ tagline aims to assert Guinness’ uniqueness as a black beer and is also clearly seeking to tie the beer into certain aspects of black culture.

Together with the very unusually Guinness ad you’ll find the following text and statement:

Black is not a colour. Black is an attitude. It’s a mindset, it’s a way of life. Black represents the best of Africa. It features real people with real talent from Lagos, Accra and Cape Town to Nairobi, Gaborone and Johannesburg. People who are Made of Black are people who are Made of More.

The spot launched last week on MTV Base, as part of a four-hour takeover by Guinness on the channel, which featured guest appearances by musicians including Fuse ODG and Phyno.

The very untypical brand communication is possible and chosen since the brand’s Irish heritage is not as well-established in Africa and the brand can therefore freely build its brand identity in the African market on different terms.

Even though some of the lines seems pretty cliché and the style and font almost associates to something from Nike, the ad is very refreshing and full of energy.

Campbell’s Chunky: Copter Caper! featuring Richard Sherman and His Mama

I’m close to speechless after viewing the latest ad from the famous soup company, Campbell’s. The ad, which launched monday, is created by Y&R, New York and features Seattle Seahawks’ cornerback Richard Sherman and his mother, Beverly.

Alongside the Shermans, Campbell’s have chosen to shoot the ad with some of Seattle’s biggest fans instead of actors, all referred to in the commercial as the “Legion of Superfans”.

One of the superfans, who dangles from the helicopter alongside Sherman, is Tim Froemke, otherwise known as the shirtless, painted “Seahulk,” who attends just about every Seahawks game.

Campbell’s “Mama’s Boy” campaign first ran in 1997, starring Green Bay defensive end Reggie White and Sherman is now the 19th player and first cornerback to star in the campaign, and joins Matt Hasselbeck as the only other Seahawks player to be featured in the ads.

I truely acknowledge the tradition of “Mama’s Boy” and the continual decision to use NFL players as spokespersons and even appreciate the integration of real fans, I’m just not impressed by the execution. Campbell’s call it mamamazing, but I have to say I disagree…

Realestate.com.au: Arnold Schwarzenegger Confuses Australia for Austria in New Campaign

Realestate.com.au has launched a new brand campaign named “Australia Lives Here” using Hollywood star and former Governor of California Arnold Schwarzenegger.

Arnold Schwarzenegger is famously from Austria, but in this spot for real estate listings company Realestate.com.au in Australia, he gets the two countries confused, when asking his new assistant Dylan Blocke to help him find a property back in Austria.

The campaign is created by BWM Melbourne, while the media agency Mediacom has been in charge of all media planning including the massive cross media roll-out on the 3th of August.

Whilst Schwarzenegger stars in no less than 7 new humorous ads (4 have been launched so far), there are also a series of video diaries from his Australian assistant Dylan, who runs through the features of the site. Dylan is also very active on Twitter with the hashtag #ausliveshere and you’ll find some fun interactions with - of course Schwarzenegger himself.

The aim of the campaign is to show property seekers that realestate.com.au offers much more than property listings and all the different content is produced to present other parts of the site that are helpful for consumers throughout the property cycle.

Using a star and the attempt to tap in to the culture surrounding him to promote a brand rarely works out, but I find this campaign to be really well thought out, and I don’t often come across campaigns that are truely entertaining while delivering relevant brand information across multi media vehicles and platforms.

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