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.