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In their latest ad, Guinness celebrates the Sapeurs, the Congolese Society of Atmosphere Setters and Elegant People. The stylish spot showcases ordinary men with an extraordinary sense of fashion to demonstrate that, while you cannot always choose what you do, you can always choose who you are. Shot in Durban with Stillking, it’s beautifully directed by MJZ’s Nicolai Fugsig for AMV BBDO. There’s also a short documentary, which was shot in Congo-Brazzaville.

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