Made of Black

Agency Network: 
August 2014


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.

Creative Director: Mike Schalit

Production Company: Rogue Films
Director: Sam Brown

Film advertisement created by BBDO, United Kingdom for Guinness, within the category: Alcoholic Drinks.

Advertising Agency: AMV BBDO, London, UK
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 Co. Producer: James Howland
Post-production Company: The Mill
Audio Post-production: Wave
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Reality Check's picture

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

Reality Check
Activity Score 2545
damnson's picture


Activity Score 11517
Copywriter |

An axe murderer of ads.

kleenex's picture

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

Activity Score 58777
Web Designer/Developer
morse's picture

Pretty but I'm unsure about the message.

Activity Score 18159
Art Director |

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

guajiro's picture

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

Activity Score 127
Art Director at **B
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

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.

Activity Score 31

Sean Collins

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