Diageo has launched a major new campaign for Guinness in Africa, including a TV spot. 

The ‘Made of Black’ initiative, part of a global Guinness campaign called ‘Made of More’, will also include digital, outdoor, radio and print advertising. It kicked off yesterday (27 August) with a five-hour takeover of TV station MTV Base, which included the premiere of the ad, stunts and guest musical appearances.

The campaign promotes the idea that ‘black’ is “not a colour, it’s a way of life” and “represents the best of Africa”. 

Total spend on the campaign was not disclosed. Asked about the length of the campaign, a Diageo spokesperson said it will run "over the course of the coming year". 

Guinness sales in the US and UK suffered in Diageo’s last set of full-year results, reported last month. However, CEO Ivan Menezes said he was “encouraged” by the trends for Guinness in Africa

In the US, Menezes admitted the stout brand had suffered from the rise of craft beer. A new US ad for Guinness was launched last month