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Guinness’ latest TV ad stars members of a Congolese fashion cult called Sapeurs. Abbott Mead Vickers BBDO created the spot, which tells the story of the society of men from Brazzaville (the capital of the Republic of the Congo) who, after finishing their day jobs as labourers and factory workers, gather dressed in stylish attire. The ad shows the transformation Sapeurs make from hard-grafting labourer to dandy while a voiceover says: "In life, you cannot always choose what you do, but you can always choose who you are." The work was written by Nicholas Hulley, art directed by Nadja Lossgott and directed by Nicolai Fuglsig through MJZ.