Behind The Guinness Sapeur Ad

A short documentary about the men in the coolest ad on TV

When Guinness launched their Sapeurs TV advert in January, we were instant fans.

Here was a campaign for the black gold even cooler than those surfing horses of the late-90s, something with real people and great fashion at its core. 

If you haven't heard of them, 'Sapeurs' stands for La Societé des Ambianceurs et des Personnes Élégantes – or the Congolese Society of Ambianceurs and Elegant Persons – blue-collar workers from the African country who spend their spare time and money on constructing bold outfits that they meet regularly to show off.

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Most adverts can and should be taken with a pinch of salt. But while stylists were involved in creating the Sapeurs advert, which was also filmed in South Africa rather than the Congo, this excellent little documentary proves that the men in it were the real deal. 

Listening to the old boys talk about hanging up their suits when their country was at war, and the philosophy of their society in general, is pretty inspiring stuff: "A Sapeur respects people, and a Sapeur is polite not vulgar. Peace is really important."

 

esquire.co.uk/promotion/guinness/


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