This new ad builds on the iconic beer brand's platform of celebrating people with extraordinary integrity and character.
Created by Abbott Mead Vickers BBDO and directed by Nicolai Fuglsig out of MJZ, the spot uses real people in real situations and features the 'society of elegant persons of the Congo', otherwise known as the 'Sapeurs'.
They are a group of refined gentlemen from Brazzaville, the capital of the Republic of Congo, who have a deep-rooted pride in their aspirational culture. Their life is not defined by occupation or wealth, but by respect, a moral code and a desire to inspire others through their style and attitude. Their focus isn't on the fabric or cost of the suit but the worth of the man inside it.
The ad opens with a dramatic scene of fields on fire, as the men burn the sugar cane crop, a traditional process in the Congo pre harvest. As the 'Sapeurs' wash away the day's grime and dress in their elegant style we witness their unique transformation. The ad culminates in a brightly coloured and social scene, which sees the community unite and celebrate the bold choice to live a lifestyle that is not only unexpected, but within their local communities is a source of inspiration and positivity.
It was fantastic to team up once again with AMV after the success of 'Cloud' and 'Clock', so as to create another iconic spot for Guinness. Mill Colourist Adam Scott comments, "Working in LA with Nicolai and Rick, whilst the agency team viewed and tweaked from London, we all developed this wonderful palette from the stunning captured images. We strived for a balance in each shot so that the variety of colours stood out without overpowering. We enhanced and introduced tones into areas of the frame that complemented these strong colours. Achieving a look that is both natural and contemporary, the film really captures your imagination, something we have come to expect from Guinness.
Agency: AMV BBDO
Producer: Sara Flood
CreativeDirector: Dave Buchanan
Creatives: Nicholas Hulley & Nadja Lossgott
AccountDirector: Amber Glenister
Production Company: MJZ
Director: Nicolai Fuglsig
ExecutiveProducer: Debbie Turner
Producer: Suza Horvat
Editing Company: FinalCut
VFX & Design: The Mill
Executive Producer: LaRue Anderson (Color) Producer: Natalie Westerfield (Color)
VFX Producer: Rachel Stones
3D Lead Artists: Quentin Sauvinet
2D Artists: Alex Candlish