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Guinness “Made of Black” 2015

Guinness “Made of Black” (2015) is a Guinness commercial directed by Sam Brown for AMV BBDO, produced by Rogue Films. It won 6 awards, including Cannes Lions 2015 Film Gold (Alcoholic Drinks), Clio Awards 2015 Film Short Form Gold and Epica 2014 Gold Best Use of Music.

Friends gather in a vibrant bar to watch a soccer match, experiencing a surreal, animated journey through the game's intensity before celebrating a goal with Guinness.

Video: Guinness Africa on YouTube

Shot by shot

  1. A bustling street scene at night shows people gathered outside a bar called "The Brew" with "Live Football" signs, as vehicles pass by.© Guinness0:00
  2. A diverse group of people, mostly men, are gathered in a dimly lit bar, watching something intently.© Guinness0:02
  3. Three young men with dark skin are sitting in a dimly lit, crowded club, looking intently at something off-screen.© Guinness0:04
  4. A diverse group of people watch a soccer referee blow a whistle on a TV screen in a dimly lit bar.© Guinness0:06
  5. A stylized, glowing cheetah runs across a dark stage, leaving colorful light trails behind it.© Guinness0:09
  6. Two large, dark, monster-like creatures with glowing eyes and colorful energy trails fight in a dark arena with sparkling lights.© Guinness0:12
  7. A stylized, glowing orange and black soccer ball is kicked by an unseen player in a dark stadium, leaving a fiery trail.© Guinness0:14
  8. A muscular, dark-skinned CG character with a textured body emerges from a digital clock displaying "17:10" in a dark, sparkling arena.© Guinness0:16
  9. The word "GOAL" appears in bright blue digital letters on a dark, reflective surface, surrounded by red and blue smoke and confetti in a stadium.© Guinness0:19
  10. A group of young adults, mostly male, cheer excitedly in a dimly lit bar, celebrating a sports event.© Guinness0:20
  11. A bartender in a black shirt and white towel serves a bucket of Guinness beer bottles to an excited customer in a lively bar.© Guinness0:22
  12. A man in a red shirt screams with his mouth wide open, seen from a low angle in a dark, vibrant setting.© Guinness0:24

Stills © Guinness. Made by AMV BBDO, Rogue Films and Sam Brown.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Soccer fans' excitement transforms into a fantastical, animated world of dynamic energy.

Tagline: “MADE OF MORE”

sports fan excitementanimated transformationsurreal visual effectscelebration with friendsproduct as catalystdynamic energy visuals

The cut

Length
30 s
Shots
29
Average shot
1.0 s
Format
mixed

What creatives use Guinness “Made of Black” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Guinness “Made of Black”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A bustling street scene at night shows people gathered outside a bar called "The Brew" with "Live Football" signs, as vehicles pass by.© GuinnessA diverse group of people, mostly men, are gathered in a dimly lit bar, watching something intently.© GuinnessThree young men with dark skin are sitting in a dimly lit, crowded club, looking intently at something off-screen.© GuinnessA diverse group of people watch a soccer referee blow a whistle on a TV screen in a dimly lit bar.© Guinness
    Frames from Guinness “Made of Black”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Guinness “Made of Black” in order, with its length, framing and what happens in it.

    A bustling street scene at night shows people gathered outside a bar called "The Brew" with "Live Football" signs, as vehicles pass by.© GuinnessA diverse group of people, mostly men, are gathered in a dimly lit bar, watching something intently.© GuinnessThree young men with dark skin are sitting in a dimly lit, crowded club, looking intently at something off-screen.© GuinnessA diverse group of people watch a soccer referee blow a whistle on a TV screen in a dimly lit bar.© GuinnessA stylized, glowing cheetah runs across a dark stage, leaving colorful light trails behind it.© GuinnessTwo large, dark, monster-like creatures with glowing eyes and colorful energy trails fight in a dark arena with sparkling lights.© Guinness
    Length: 30 s · Shots: 29 · Average shot: 1.0 s · Format: mixed

  3. 03Ad ideas: every spot built on a animated transformation

    Before you present an idea, you need to know who has done it, and how.

    Guinness “Made of Black” is built on a animated transformation. Search the library by idea to see every spot that uses it.

    Arsenal Football Club “adidas x Arsenal - The Arsenal State of Mind”© Arsenal Football ClubHOKO “Home Again”© HOKOStella Artois “Make Time for the Life Artois”© Stella ArtoisPepsi “Football Forever”© Pepsi
    Arsenal Football Club · HOKO · Stella Artois · Pepsi

More commercials by Sam Brown

More from AMV BBDO

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996
  • McKenzie River Corporation "Black Star Beer: Popularity / Stock Car / Characters" (1993) commercial still© McKenzie River CorporationMcKenzie River Corporation “Black Star Beer: Popularity / Stock Car / Characters” 1993Dir. Alex Proyas · Wieden+KennedyD&AD Black Pencil 1993

Questions

Who directed the Guinness “Made of Black” commercial?

Sam Brown directed it, produced by Rogue Films, for the agency AMV BBDO.

Which agency made Guinness “Made of Black”?

AMV BBDO created it for Guinness (2015).

What awards did Guinness “Made of Black” win?

6 awards, including Cannes Lions 2015 Film Gold (Alcoholic Drinks), Clio Awards 2015 Film Short Form Gold, Epica 2014 Gold Best Use of Music and Epica 2014 Silver Direction & Cinematography.

What is the tagline of Guinness “Made of Black”?

“MADE OF MORE”

Sources for the credits and awards

The WorkThe Workaicpawards.comweb.archive.orgwinners.epica-awards.comwinners.epica-awards.comwinners.epica-awards.com