The Guinness "Sapeurs" advert features a group of splendidly-dressed men from Congo-Brazzaville, called Le Sapeurs - The Society of Elegant Persons of the Congo, a group of working class Congolese men who collect, assemble and model sharp, colourful suits that evoke Parisian fashions of decades ago.
The ad follows the men as they shed their working clothes and transform themselves into polished, hat-wearing, cane-wielding style moguls - because, as the narrator says, "in life, you cannot always choose what you do, but you can always choose who you are."