Guinness has unveiled its latest creative, executed via a TV spot designed by Abbott Mead Vickers.
The execution is supported digitally and in cinemas.
"Building on the existing 'Made of More' campaign, Guinness continues to celebrate people with integrity and character as we introduce a group of extraordinary men from Congo-Brazzaville: The Sapeurs: La Société de Ambianceurs et des Personnes Élégantes - The Society of Elegant Persons), said Adrian Rossi, executive creative director at AMV BBDO.
“These men, who wear incredible suits in stark contrast to their surroundings, embody a universal truth. In life, we all have a choice. We can let circumstance define us, or we can defy it."
Stephen O'Kelly, marketing director Guinness Western Europe: "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."
The ad airs on 15 January.