Diageo launches stylish Guinness TV ad

14 January, 2014

Guinness has signed up a Congolese fashion cult called the Sapeurs to star in its colourful new TV ad.

The elegant gentlemen that make up the society are shown working hard in greasy day jobs in Brazzaville, the capital of the Democratic Republic of Congo.

They then scrub off the filth and dress up in snappy suits, bright ties, shiny cufflinks and bowler hats for a night on the Guinness.

Diageo said it chose the group because its “focus isn’t on the fabric or cost of the suit but the worth of the man inside it” and follows “a moral code and a desire to inspire others through their style and attitude”.

Marketing director Stephen O’Kelly said : “What we love about the Sapeurs and drew us to them was not only the vibrancy and colour, but at its core, their story is one of dignity and self -expression.  

“In the spirit of Made of More we wanted to capture the story of a group of men whose integrity and character shone through despite the challenges they face.  Dressing well, can symbolise many things, but for the Sapeurs, fine clothes stand for peace, integrity and honour.”

The ad is part of the Made of More campaign, which previously featured a group playing wheelchair basketball before revealing that just one friend is disabled.

View the new ad here:




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