Guinness: Sapeurs

Made of More

Directed by Nicolai Fuglsig, the latest Guinness ad celebrates real people with extraordinary integrity and character, in real situations, featuring the ‘society of elegant persons of the Congo’, otherwise known as the ‘Sapeurs’.

The ‘Sapeurs’ is a group of refined gentlemen from Brazzaville, the capital of the Republic of Congo, who have a deep-rooted pride in their aspirational culture. Their life is not defined by occupation or wealth, but by respect, a moral code and a desire to inspire others through their style and attitude. Their focus isn’t on the fabric or cost of the suit but the worth of the man inside it.