This South African commercial from Allan Gray Investment, with creative by the King James agency, is really a showstopper.

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 Keith gave us when pitching to handle this commercial. From beginning to end, his commitment to the job bordered on obsession.” says Alistair King, Executive Creative Director at King James.

“This was an incredibly challenging board, says 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 its like you’re desecrating his memory.”