Allan Gray - Legend

From concept to completion the new Allan Gray commercial was just over fourteen months in the making. A massive feat that took a combined team of well over a hundred and sixty people, not including extras.

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?

The ad illustrates the importance of time in allowing potential to unfold. Both in life and in investing. Like its predecessor Beautiful, it demonstrates the theme of long-term investing, but this time focuses on the investor as an integral part of investing success. Using the tragedy of Deans early demise as an analogy, the ad suggests that not giving an investment time to mature is equally tragic.

Time is an essential ingredient in creating wealth, says Allan Grays marketing manager Tracy Hirst. We can do a lot for investors, but only if they partner us by giving us their time and staying invested for the long term. In the absence of time, value is destroyed.

Allan Grays advertising agency, King James teamed up with Director Keith Rose, from Velocity, to bring the board to life.

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.

This was an incredibly challenging board, says Rose. You just take it for granted that James Dean is so iconic, so to go and mess with him and replan his life, if it doesnt work its like youre desecrating his memory. We really needed to deal with it with sensitivity.

According to Karin Barry-McCormack and Paige Nick, the creative team from King James; For both of us, this was without a doubt the most exciting, challenging and intricate television project we have ever worked on. And it was amazing to work so closely with such a passionate team and such a collaborative client.

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[ohcrappola]

This is the best ad I have ever seen. I am in love with this! Mostly because it's James Dean though.

[uwefonda]

It's just great.

[lopezrhe]

Can't. Stop. Replaying.

[M4rko96]

Jim shouldn't have died ':(

[nikhilbopanna]

That's just Golden Hon...

[calilove1942]

Amazing,

[streetwiseburger]

They should make another ad with the REAL king of cool - Steve McQueen.

[nastyoscar]

i actually cried.

[bawoman]

Well that was heartbreaking...

[boopabilly]

I love this I think the company is yeah making a profit but they must be true fans to use him and what If?? He could of done all those things he was a great guy and his life was taken to soon....

[bertbretherton]

I find it impossible to understand those who see negativity in things of beauty. Also, those who profess to be 'guardians of the flame' so to speak by being so incensed by the use of an iconic image want to get themselves over to Fairmount and celebrate Jimmy's life. Walk the walk.