Sapeurs – Guinness Advert 2014

Sometimes you just have to put your hand up and recognise great work. And it has nothing to do with the guy in the kilt….ok, well maybe just a l…

Sometimes you just have to put your hand up and recognise great work. And it has nothing to do with the guy in the kilt….ok, well maybe just a little.

GUINNESS’ new ad features the ‘society of elegant persons of the Congo’ otherwise known as the ‘Sapeurs’, a group of everyday heroes from Brazzaville, Republic of the Congo. In this ad, GUINNESS follows the Sapeurs whose way of life is a testament to the belief of putting more in, to get more out. Their life is not defined by occupation or wealth, but by respect, a moral code and an inspirational display of flair and creativity. This is demonstrated through their love of stylish dressing; but it is not the fabric or cost of the suit that counts, it is the worth of the man inside it.

You can also watch a short documentary on the making of it here – Sapeurs Documentary

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