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Guinness: Brothers
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The latest GUINNESS campaign in Africa celebrates how football fans find ingenious ways to make the experience of watching the game accessible for everyone. Launching this week, “Brothers” celebrates the relationship between Miracle, and his brother, Abidemi who are united behind their shared passion for football. The new GUINNESS advert is set in a Nigerian football viewing centre. The public viewing centres are an extension of stadiums in many African cities. They are now a popular destination for weekends and some midweek evenings during the European football season to bring people together and share their passion for the game. This is also the place where Miracle, his brother Abidemi and their social group make the experience brighter for all, through their creative ingenuity, passion and infectious fandom for the football game. Miracle is a fan who uses his enthusiasm and spirit to bring football to life for others, both in a viewing centre and pitch side at a street game. At the end of the advert, viewers learn that Miracle is blind but despite not being able to see, he still brings an infectious energy that inspires others. He embodies how football and life is not just about what you see but what you feel. Created by AMV BBDO, the work is the latest addition to the “Black Shines Brightest” campaign. Since launching in 2021, Black Shines Brightest has resonated locally and led to 1.5 million drinkers new Guinness drinkers across Africa.
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