Guinness reveals the latest in the ‘Made of More’ campaign

Guinness’s new ad, featuring the ‘society of elegant persons of the Congo’ (otherwise known as the ‘Sapeurs’), will air for the first time in Ireland and the UK on 15th January.







Following on from the recent ‘Basketball’ ad, ‘Sapeurs’ continues the series of iconic Guinness ‘Made Of More’ ads.  

Guinness Marketing Director for Western Europe Stephen O’Kelly said, “We’re proud to celebrate the ‘Sapeurs’ in our new ad, a truly inspiring and unique group of men. Through their attitude and style they demonstrate that no matter the circumstance, you can always choose who you are”.
To preview the new Guinness ad and watch a feature documentary on the ‘Sapeurs’ visit

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