Emotive storytelling has become a hallmark of Allan Gray’s television commercials and its latest campaign does not disappoint. The commercial, part of an integrated brand campaign produced in partnership with King James II, tells an emotional story of the benefits of delayed gratification. Set in the 1950s, the commercial tells the story of an SA family guided by a disciplined – and what appears to be an overly strict – father, over a five-decade period. From the time that the children are young they are required to hand over a portion of their earnings – much to their dismay. Told from the perspective of the son, the father takes a portion of the boy’s earnings throughout his life. It’s only once his father dies that it is revealed that the father kept a careful record of every single transaction and the money is returned. The commercial fits into Allan Gray’s brand positioning, which is long-term investing, explains Zwelethu Nkosi, head of brand & advertising at Allan Gray, and is...

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