Guinness has launched the new TV advert for its continuing ‘Made of More’ campaign, which will air for the first time in the UKon 15th January 2014.
Following on from the recent ‘Basketball’ ad, the new ad builds on the brand’s platform of celebrating people with extraordinary integrity and character.
Created by Abbott Mead Vickers BBDO and directed by Nicolai Fuglsig, the new advert uses real people in real situations and features the ‘society of elegant persons of the Congo’, otherwise known as the ‘Sapeurs’.
The ‘Sapeurs’ is a group of refined gentlemen fromBrazzaville, the capital of theRepublicofCongo, 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.
Marketing Director Guinness Western Europe, Stephen O’Kelly said: “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. 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”.