Monday, October 2, 2023

Guinness Celebrate The Sape with Stylish New Ad

In a new fashionable ad, Irish beverage brand Guinness showcases the lives of The Sapeurs  – a cult group of Congolese men for whom style is a way of life; a moral code wherein attitude and sartorial choices stand above occupation and wealth.

The slickly-shot ad – the latest in Guiness’ “Made of More” campaign – depicts the end of the working day for working class men (taxi drivers, farmers and labourers), which starts with a shower and leads to bright suits, cigars, bowler hats and pocket squares; dapper things in daring colours.


In reality though, as shown in Guiness’ short, accompanying online documentary, such finery can extend to include kilts (inspired by Prince Charles, according to a Sapeur named Eerolle) and is worn to “defy circumstance and live with joy de vive”.

Marketing director for western Europe, Stephen O’Kelly says of the ad’s stars, “We are proud to celebrate the Sapeurs in our new ad. They are a truly inspiring and unique group of men.” The Sapes themselves, who hail from Brazzaville – the Republic of Congo’s capital – say “with every brace and every cufflink, we say ‘I am the master of my fate – I am the captain of my soul’… In life, we cannot always choose what you do, but you can always choose who you are. We are the Sapeurs – the society of elegant persons of the Congo.”

We at SPICE are just huge fans. See the ad for yourself here and get on board. #ThanksGuinness

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