GUINNESS' new ad features the 'society of elegant persons of the Congo' otherwise known as the 'Sapeurs', a group of everyday heroes from Brazzaville, Republic of the Congo. In this ad, GUINNESS follows the Sapeurs whose way of life is a testament to the belief of putting more in, to get more out. Their life is not defined by occupation or wealth, but by respect, a moral code and an inspirational display of flair and creativity. This is demonstrated through their love of stylish dressing; but it is not the fabric or cost of the suit that counts, it is the worth of the man inside it.