Difficult what to make of this, the new Guinness ‘Made of Black’ film from AMV/BBDO.
One of the key jobs of a big agency with a big account is not to drop the ball – and AMV doesn’t.
Extending the ‘Made of More’ campaign with a customised version for Africa makes sense, particularly as Guinness sells bucket loads of its stronger export version there (made stronger originally so it survived the trip).
So does this celebrate black/being black or is it a tad patronising? More likely to appeal to rap fans in the rest of the world (the track is Kanye West’s Black Skinhead) than Africans?
I guess you have to be African to know.