A striking new South African commercial explores what would have happened if James Dean survived his fatal car crash. It has made the rounds of the advertising world and the internet while evoking echos of “What if the legendary actor hadn’t lost his life at the tender age of 24?”
In an alternate universe, the commercial — shot in Cape Town — shows Dean today, being feted at the Oscars for his Lifetime Achievements, tending to his family ranch, racing his sports car, directing a film and working with African youth as a humanitarian ambassador.
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.