While staying focused and committed over the long term is an important part of any investment strategy, human emotions cause even the most focused among us to be pulled off-track.
The temptation to change strategy in pursuit of something more enticing puts long term goals in jeopardy. Allan Gray's key campaign message is simple: while distractions are part of what make us human, ignoring them is what makes Allan Gray, Allan Gray.
The new TV commercial represents a significant departure in terms of tone and pace from Allan Gray's previous campaigns. The mood of the ad conveys an edge-of-your-seat, action-packed inner city chase. The ad depicts a metaphorical world of distractions comprised of familiar elements to create a combination of excitement, suspense, humour, intrigue and, most importantly, reflection.
The story takes place during a normal working day in a busy city. We observe the lead actor as he desperately tries to evade distractions. We follow him through a variety of locations and situations in this figurative world, occasionally branching off and observing other stories before re-joining him, creating a flowing, energetic pace.
It's a world dense with distractions and layers, with something new for the audience to discover every time they watch the commercial. Overall, the commercial represents the detrimental consequence of distraction. Despite the surreal cinematic world, these events feel real and believable. The message is universal - distractions affect everyone.
Click on the links below for an exclusive preview of the new TV advert. This extended version is only available online and is longer than what will appear on TV. There are also 15-second mini-ads on the link, which will flight alongside the full version.
http://www.allangray.co.za/tvadvertising/distractionistheenemy/
