The cult, in its natural setting

Looking back at campaigns that featured or were targeted to Africans, it is not often that we have seen a brand portray this part of the world in the setting they actually live and breathe in. Most of the times, the pay-off is either showing extreme pity or humour; role models are a far picture.

Among all this, comes an Irish beverages brand that features and cherishes one of the most iconic demographics of Africa, the Society of Elegant Persons of the Congo, who are colloquially known as the ‘Sapeurs’.

What is special about this campaign is the true to life depiction of the life of Sapeurs in Congo who, unlike the traditional times, are not rich, but are committed enough to carry the legacy forward. Titled ‘Made of More’, the spot by Guinness highlights this immaculate club that comprises the blue-collar workers in Congo who transform into interestingly colorful and stylish Sapeurs and celebrate their iconic characters.

Conceptualised by AMV BBDO, the ad features the Sapeurs of Congo, who have been torches to cheerfulness and optimism in the Republic of Congo. In the ad, you will see how the Sapeurs adhere to their commitment to an iconic style and a unique way of life. Though the ad was shot in South Africa (involving a few stylists to enhance the narrative), it is a true portrait of the philosophy and life of a Sapeur in Congo.

As the ad progresses, Sapeurs take off their usual work attire and neatly deck up into their one-of-its-kind suits, hats, whacky shows/boots, funky ties and step out to meet fellow Sapeurs and celebrate the feeling.The Sapeurs are the commoners of Congo but not common.

They are carpenters, undertakers, cab drivers, who meet up on weekends to celebrate the Sapeur in them. Looking at the ad and listening to the beautiful voiceovers of these real-life Sapeurs, the viewer is sure to get a deeper insight and understanding of a Sapeur, as one who is not flamboyant but extremely and uniquely stylish in his dressing.

What is more interesting is the detailing of the whole campaign. Keeping in sync with the basics of a Sapeur’s dress code, none of the characters in the film wore more than four colours on them. These eye for details, well-planned and executed shots, natural locations and above all the real spirit of Sapeurs added a lot of character to the film; which is the major reason why this campaign by Guinness is one of the most successful and lauded campaign.

As the advert kicks off with pumping beats, the strong voiceover fades in – “In life, you cannot always choose what you do, but you can always choose who you are.” That powerful a statement attached to enduring legacy of Sapeurs is a testimony to brilliant character in an ad film. What better can a visual treat be than knowing and watching men adorn colourful blazers, cowboy hats and hit the streets like legends.

By: Tushar Kalawatia