Video: New Guinness ad featuring Congolese fashion cult

By Robyn Black

- Last updated on GMT

A new advert for Guinness stars a group of Congolese men who have become famous for their colourful suits.

The fashion cult, known as the “society of elegant persons of the Congo,” or, more commonly as “Sapeurs,” is based in Brazzavile, capital of the Republic of Congo. Its members wear sharp tailored clothes, despite the poverty of their surroundings.

“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,” said Stephen O’Kelly, marketing director Western Europe.

“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 new ad, which will air for the first time in the UK this Wednesday (15 January), is part of the Made of More campaign for the brand that is designed to celebrate, “people with extraordinary integrity and character.”

The previous ad in the series was the hugely successful basketball ad, featuring a disabled man and his friends.

This new ad is the latest move in a £35m injection of cash into the brand for this year.

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