After years of war, peace has returned to Brazzaville and with it has re-emerged a group of extraordinary men: the Sapeurs, the Society of Elegant Persons of the Congo. They are working class everymen: taxi drivers, factory workers, cane cutters. However, they refuse to let their circumstances define them. Instead, they wear incredible suits and live by a simple philosophy: to defy circumstance and live with Joie de Vivre.

Filming the real Sapeurs, the ad celebrates these men who are “made of more”.