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New Guinness film ‘Sapeurs’ is superb. Gets a “dressing with class” award from theMarketingblog

by on January 14, 2014 in Advertising, Ireland, Lead story, Retail, Videos

‘La Societé des Ambianceurs et des Personnes Élégantes’ translates as ’The Society of Elegant Persons of the Congo’ and they earn every bit of it, as you’ll see from the ad itself. This new commercial forms part of Guinness’s “Made of More” strategy, which aims to showcase ordinary people from around the world who are inspirational.

The Sapeurs featured in the ad live by a moral code, where style and attitude counts over occupation or wealth. The name is derived from the French slang for “dressing with class”.

The TV campaign was created by London-based ad agency AMV BBDO. It will be supported by an online documentary on the Sapeurs that will be made available at


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