Dignity and poise supercede status for Congo's Sapeurs in Guinness spot

Congolese field workers return from the pre-harvest torching of the sugar cane crop, scrub off the dirt and soot of the day's graft and attire themselves in colourful, stylish garb before celebrating with their community, in the latest TV ad in Guinness's 'Made of More' campaign.

Dignity surpasses status for Congo's Sapeurs in Guinness spot
Dignity surpasses status for Congo's Sapeurs in Guinness spot

The men are called the ‘Sapeurs’, which stands for "the society of elegant persons of the Congo", a real group of men who after work congregate and carouse in Brazzaville, the capital of the Republic of Congo.

"In life, you can’t always choose what you want to do, but you can choose who you are," the narrator says.

Client: Stephen O’Kelly, marketing director of Guinness Western Europe, Diageo

Brand: Guinness

Agency: Abbott Mead Vickers BBDO

Creatives: Nicholas Hulley, Nadja Lossgott

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published