by MarkLives (@marklives) Allan Gray launches its newest campaign on Sunday, 13 May 2018, the first one produced with its new agency, King James the Second (KJII). The account moved to Ogilvy & Mather Cape Town in 2014 when, after 12 years, King James resigned the business, having won Sanlam — but the investment management company appointed KJII after ending its relationship with Ogilvy in mid-2017.

South African perspective

In a shift from previous ads, this is a universal story, told in a fresh and authentic way from a South African perspective, according to Graeme Jenner, KJII creative director and founding partner. “It is a gently humorous, yet heart-warming fable of a relationship between parents and their children — one that many South Africans will identify with.”

“Father’s Share” was directed by Peter Pohorsky of Plank Films. “It was really important to treat this film with the visual simplicity and integrity of a feature film,” he says. Painstaking detail and research went into the production of the ad, with particular focus on the accurate representation of South African history over five decades.

The ad is shot in Allan Gray’s trademark black and white, and a specialist cinematographer was brought in, along with a custom Arriflex black and white digital camera. The music was scored to the finished film using traditional African instruments and live musicians. John Kani and Mabutho “Kid” Sithole acted as consultants.

Radio execution

The full-duration film launches on South African television on Sunday evening; there will also be an execution for radio.

“We went very, very deep with this ad,” says Rob McLennan, KJII creative founder. “We’re incredibly proud of this campaign as an agency. In our brief five-year history, this film is the work I am most proud of and one of the best in my advertising career.”

“I am immensely proud of what we have accomplished within the first year of our brand partnership with KJII,” says Zwelethu Nkosi, Allan Gray head of brand and advertising. “The work is refreshing and compelling, and strikes an emotive chord. What we have managed to achieve in a relatively short period of time is testament to the instant chemistry, respect, trust and collaboration that underpins our relationship with KJ II.”

Updated at 13:13 on 11 May 2018.

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One reply on “EXCLUSIVE: Allan Gray launches heartwarming campaign”

  1. Wow this is awesome.I wish that we can have these educational advertisements and programs to concertize our people in the communities starting from primary school level…Create a culture of saving now and rewards later.

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