Film critic Barry Ronge described the minute-long film as "the perfect blend of simple storytelling, superlative camera effects and the smartest use of a celebrity we have seen in a decade."
The ad is in fact a work of art and genius. Its also the result of more than a year of planning and shooting. The producers searched all over the world for an actor who looked like Dean. They settled on Des Erasmus, a mechanic from Cape Town.
"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 [given to] us when pitching to handle this commercial." says Alistair King, Executive Creative Director at King James. The one minute film is a concept to promote South African investment company Allan Gray.
"This was an incredibly challenging [project], says Director of Photography Keith 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 doesn't work, it's like you're desecrating his memory." The spot ends with the tagline "Given more time, imagine the possibilities."
photo courtesy of coloribus.com.
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