We like Allan Gray advertising

by Fred Roed on 24/09/09 at 12:00 pm
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South Africa has a rich heritage of great advertising, from the BMW “Mouse / Power Steering” ad in the 90’s to FoxP2’s Mweb campaign work recently, there’s some lekker stuff out there.

We particularly enjoy the Allan Gray work by King James. The commercial, ‘Legend’, asks us to consider the possibilities of a legend like James Dean had he been given more time. What would he have achieved? How might he have benefited society? - check this out:

“From concept to completion the new Allan Gray commercial was just over fourteen months in the making,” Tessa Kidd of PR agency, Atmosphere, tells us. A massive feat that took a combined team of well over a hundred and sixty people, not including extras.

The spot was directed by Keith Rose of Velocity. “In all my years of advertising, I have never seen a treatment that was so detailed, so carefully thought through, and so deeply researched, than the treatment Keith gave us when pitching to handle this commercial. From beginning to end, his commitment to the job bordered on obsession.” says Alistair King, Executive Creative Director at King James.

The “girl with the beatiful mom” ad:

The “chasing the rainbow” ad:

Fred Roed is the marketing guy in the Ideate crew. Fred is the CEO of web marketing company World Wide Creative and the co-founder of online learning portal Heavy Chef. Fred loves writing about people out there doing marketing right. Follow Fred on Twitter here. View more articles by Fred Roed.

Tags: advertising, allan gray, Human Interest, South Africa

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