Tag Archives: Guiness Sapuers

TV Advert…Guinness brings The Sapeurs to the UK

18 Jan

New Guinness TV Advert : Les Sapeurs

You may never have heard of them, but far away in the Congo Brazaville (not to be confused with its neighbour the Democratic Republic of Congo) there is a breed of gentlemen for whom snazzy sharp dressing is a way of life.

These men are know as the  La Société des Ambianceurs et Persons Élégants (the Society for the Advancement of People of Elegance) – Sapeurs. What was cultural niche only known to Congolese and people with an interest in Congolese culture and music is now set to get a wider audience after Guinness launched a new marketing campaign featuring the Sapeurs



The authoritative book on this phenomenon is The Gentlemen of Bacongo by Daniele Tamagni, Paul Smith and Paul Goodwin. The music in the advert is What Makes a Good Man? – The Heavy.