'Sapeurs' by Abbott Mead Vickers BBDO for Guinness

Posted on: March 25, 2014

Thinkboxes January/February 2014 Winner

Guinness has established an enviable reputation for its creative and filmic TV advertising, and this month’s Thinkboxes winner, “Sapeurs”, featuring the Society of Elegant Persons of the Congo, is one of its finest.

The Abbott Mead Vickers BBDO epic shows men working hard at their day jobs, from toiling in the fields to factory shifts, as the voiceover says: “In life you cannot always choose what you do, but you can choose who you are.” Once home, they wash off the day’s grime and transform, donning elegant, flamboyant outfits for a night out. These are the Sapeurs. It closes with the “Guinness: made of more” endline.

Stephen O’Kelly, Guinness marketing director for Western Europe at Diageo, says: “We chose to celebrate the Sapeurs as we felt they were a vibrant, colourful expression of the ‘Made of more’ attitude. Our creative teams are often inspired by people and places around the world. In this case, members of AMV’s team from South Africa had heard of them.

At its core, the Sapeurs’ story is one of dignity and self-expression. We wanted to capture the story of men whose integrity and character shine through despite the challenges they face. For the Sapeurs, fine clothes stand for peace, integrity and honour.

Stephen O' Kelly Marketing Director, Guinness

Client Guinness; Ad agency Abbott Mead Vickers BBDO; Creative team Nadja Lossgott/ Nicholas Hulley; Production MJZ; Director Nicolai Fuglsig

Other ads on the podium

Land Rover: Grey and pleasant (2^nd)

Creative agency Rainey Kelly Campbell Roalfe/Y&R
Creative team Phil Forster, Tim Brookes, Jules Chalkley, Nick Simons
Clients Laura Schwab, Jennelle Tilling, Meghan Farren
Production company HLA
Director Simon Ratigan

Three: The ride (3^rd)

Creative agency Wieden & Kennedy
Creative team Dan Norris, Ray Shaughnessy, Chris Lapham, Aaron McGurk
Client Lucienne Martin
Production companies Partizan
Director Traktor

Also shortlisted

Cadbury Dairy Milk: Office

Creative agency Fallon
Creative team Tom Chancellor, Elliot Harris, Cameron Mitchell, Santiago Lucero
Client Matthew Williams
Production company MJZ
Director Blue Source

Thomson: Simon the Ogre

Creative agency BMB
Creative team Christopher Keatinge, Dan Bennett
Client Jeremy Ellis
Production company Sonny
Director Fredrik Bond

A view from a Thinkbox Academy member on this month's pick

When we make TV spots, we have a duty to avoid what has been done before, to put something on the screen that viewers have never seen before. To avoid the traps and clichés of the sector.

Darren Bailes Executive Creative Director, VCCP