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
Agency: Abbott Mead Vickers BBDO
Creatives: Nicholas Hulley, Nadja Lossgott