Guinness recruits African talent for new Premier League ad

Guinness has marked the return of the Premier League with the launch of a new pan-African ad campaign which celebrates the passion of the African fans and the lengths they go to watch the game.

The ‘Made of Football’ campaign will launch across Africa and utilises local talent across the continent to highlight the popularity of the Premier League throughout the region.

As official broadcast sponsors of the English Premier League on SuperSport and Canal+ across Africa, Guinness partnered with AMV BBDO London and their BBDO network to create the new 30 second ad.

The ad features celebrated Ghanaian writer and poet Nii Ayikwei Parkes, Grammy award winning musical group Konono No1 from the Democratic Republic of Congo and narration from Caroline Chikezie, an actress of Nigerian descent.

It also stars Kenyan national amputee footballer Peter Nzioka, who was part of the Kenyan team that represented their country in the 2014 Amputee Football World Cup in Mexico.

Mark Sandys, global head of beer and Baileys at Diageo, said: “Guinness is an iconic beer that has the darkest liquid, but the brightest flavours and has always had the authenticity, boldness and vision to do things differently. This combination of heritage and bold vision has established Guinness as the beer of choice in the football watching occasion.

"We are very excited about taking this to the next level with our ‘Made of Football’ campaign which shines a light on the unifying force of football and Guinness in Africa.”

Strategy Partner at AMV BBDO, David Edwards, added: “Guinness has long been associated with football in Africa and is the perfect brand to celebrate the role the English Premier League plays in culture via a symbolic black football – our icon for the campaign”.

Made of Black is the latest installment in Guinness’ ‘Made of More’ campaign which has been running for over four years now.

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