Michael Power (character)

Michael Power is an advertising character (played by Cleveland Mitchell), the cornerstone of a large marketing campaign by the beer company Guinness to promote its products in Africa from 1999 to 2006.

[2] In the words of African Managing Director Eric Frank, "... we had to find what we called the Simple, Universal, Relevant Truth that would persuade a continent to adore Guinness.

Throughout the entire seven-year campaign, Shore wrote and helped direct the Michael Power series, for both radio and television.

The adverts, averaging three to five minutes in length, place Power in various action scenarios, where his resourcefulness and virility allow him to escape from danger or rescue the damsel in distress.

Beginning in 2002, other adverts have featured the character in more domestic scenarios, such as attending a surprise party or guiding taxi cabs to illuminate a street festival with their headlights.

[4] Power and the campaign that surrounded him are also notable because the advertisements were shot on location in Africa using African actors and crews.

[2] Power's face became one of the most recognisable in Africa, as it adorned billboards, cardboard standees, posters, and television advertisements in African countries where Guinness is sold.

Mitchell, dressed all in black, made numerous personal appearances as Power each year, visiting television and radio stations, newspapers, and Guinness breweries and distributors.

[citation needed] In 2002, Guinness applied the Michael Power formula to Asia with the character Adam King.

As of 2004, Guinness ranked among the top three beer labels in Singapore and Malaysia, with a 20 per cent marketshare across Southeast Asia.