framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Allan Gray “Beautiful” 2008

Allan Gray “Beautiful” (2008) is an Allan Gray commercial directed by Keith Rose for King James, produced by Velocity Films (Cape Town). It won 3 awards, including Cannes Lions 2008 Film Silver, LIA 2008 Gold — TV/Cinema / Banking/Financial/Insurance and Epica 2008 Gold Financial Services.

A black and white narrative follows children growing up, facing challenges, and learning the value of patience and potential, culminating in a hopeful message about long-term investment.

Video: Deliverance Post on Vimeo

Shot by shot

  1. A young boy stands on a stack of books, then jumps off and runs down a street in a black and white, old-fashioned town square.© Allan Gray0:00
  2. Two children, a boy and a girl, stand facing each other on a sunny day in a park, the boy holding a bag.© Allan Gray0:06
  3. Two children, a boy and a girl, stand outdoors in a black and white shot. The boy holds a small object, while the girl watches him.© Allan Gray0:11
  4. Two children, a boy and a girl, sit outdoors eating cotton candy, with a woman visible in the background, all in black and white.© Allan Gray0:15
  5. A young girl with pigtails stands still in the center of a playground, while other children play and point at her in black and white.© Allan Gray0:20
  6. A young boy with dark hair holds a wooden toy, looking downcast, while other boys stand around him in a black and white outdoor setting.© Allan Gray0:25
  7. A young girl with pigtails and a mouse mask sits at a desk in a messy classroom, facing away from the camera, in black and white.© Allan Gray0:32
  8. Three children, two girls and a boy, play together in a large, empty room, with one girl running and the other two interacting.© Allan Gray0:39
  9. A child with short dark hair, seen from behind, runs towards other children playing in a dimly lit school gymnasium.© Allan Gray0:41
  10. Four boys play in a dimly lit gym, with one boy on the floor and others running around him, in black and white.© Allan Gray0:45
  11. A young boy is pushed to the ground by two older boys in a classroom with a chalkboard drawing of a pig.© Allan Gray0:48
  12. A young girl with long, dark hair, wearing a collared shirt, looks at the camera and smiles, in a black and white shot.© Allan Gray0:55

Stills © Allan Gray. Made by King James, Velocity Films (Cape Town) and Keith Rose.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Childhood struggles and triumphs illustrate the long-term benefits of patience and potential.

Tagline: “Long Term Investment Management”

coming of ageblack and white aestheticchildhood innocencebullying and resiliencementorship/parental advicehope and optimism

The cut

Length
70 s
Shots
35
Average shot
2.0 s

What creatives use Allan Gray “Beautiful” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Allan Gray “Beautiful”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young boy stands on a stack of books, then jumps off and runs down a street in a black and white, old-fashioned town square.© Allan GrayTwo children, a boy and a girl, stand facing each other on a sunny day in a park, the boy holding a bag.© Allan GrayTwo children, a boy and a girl, stand outdoors in a black and white shot. The boy holds a small object, while the girl watches him.© Allan GrayTwo children, a boy and a girl, sit outdoors eating cotton candy, with a woman visible in the background, all in black and white.© Allan Gray
    Frames from Allan Gray “Beautiful”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Allan Gray “Beautiful” in order, with its length, framing and what happens in it.

    A young boy stands on a stack of books, then jumps off and runs down a street in a black and white, old-fashioned town square.© Allan GrayTwo children, a boy and a girl, stand facing each other on a sunny day in a park, the boy holding a bag.© Allan GrayTwo children, a boy and a girl, stand outdoors in a black and white shot. The boy holds a small object, while the girl watches him.© Allan GrayTwo children, a boy and a girl, sit outdoors eating cotton candy, with a woman visible in the background, all in black and white.© Allan GrayA young girl with pigtails stands still in the center of a playground, while other children play and point at her in black and white.© Allan GrayA young boy with dark hair holds a wooden toy, looking downcast, while other boys stand around him in a black and white outdoor setting.© Allan Gray
    Length: 70 s · Shots: 35 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a coming of age

    Before you present an idea, you need to know who has done it, and how.

    Allan Gray “Beautiful” is built on a coming of age. Search the library by idea to see every spot that uses it.

    John Lewis “Always A Woman”© John LewisBiogen “Friedreich and I”© BiogenBudweiser “American Icons”© BudweiserLife360 “Coat”© Life360
    John Lewis · Biogen · Budweiser · Life360

More commercials by Keith Rose

  • Sony Bravia "Threads" (2007) commercial still© Sony BraviaSony Bravia “Threads” 2007Dir. Keith Rose · Young and Rubicam (Singapore)Epica Silver 2007
  • Allan Gray "Legend" (2010) commercial still© Allan GrayAllan Gray “Legend” 2010Dir. Keith Rose · King JamesCannes Lions Bronze 2010
  • Investec "Chess" (2000) commercial still© InvestecInvestec “Chess” 2000Dir. Keith Rose · Net#work AdvertisingD&AD Wood Pencil 2000
  • Topsy Foundation "Pills" (2016) commercial still© Topsy FoundationTopsy Foundation “Pills” 2016Dir. Keith Rose
  • KFC "Musical Play Park" (2016) commercial still© KFCKFC “Musical Play Park” 2016Dir. Keith Rose · Ogilvy South Africa

More from King James

  • Sanlam "One Rand Family" (2016) commercial still© SanlamSanlam “One Rand Family” 2016Dir. Rob Smith · King JamesThe One Show Bronze 2016
  • Santam "Sir Sneaky" (2012) commercial still© SantamSantam “Sir Sneaky” 2012Dir. Dean Blumberg · King JamesCannes Lions Bronze 2012
  • Allan Gray "The Chase" (2025) commercial still© Allan GrayAllan Gray “The Chase” 2025Dir. Greg Gray · King James
  • Careers24 "Bus" (2025) commercial still© Careers24Careers24 “Bus” 2025Dir. Terence Neale · King James
  • Windhoek Lager "Pretzel" (2025) commercial still© Windhoek LagerWindhoek Lager “Pretzel” 2025Dir. Greg Gray · King James
  • 5FM "Live Loud" (2025) commercial still© 5FM5FM “Live Loud” 2025Dir. Terence Neale · King James

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • Krungsri First Choice "What the Fast" (2024) commercial still© Krungsri First ChoiceKrungsri First Choice “What the Fast” 2024Dir. Wuthisak Anarnkaporn · Leo BurnettAdFest Grand Prix 2025
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026

Questions

Who directed the Allan Gray “Beautiful” commercial?

Keith Rose directed it, produced by Velocity Films (Cape Town), for the agency King James.

Which agency made Allan Gray “Beautiful”?

King James created it for Allan Gray (2008).

What awards did Allan Gray “Beautiful” win?

3 awards, including Cannes Lions 2008 Film Silver, LIA 2008 Gold — TV/Cinema / Banking/Financial/Insurance and Epica 2008 Gold Financial Services.

What is the tagline of Allan Gray “Beautiful”?

“Long Term Investment Management”

Sources for the credits and awards

The WorkThe Workweb.archive.orgweb.archive.orgweb.archive.org