Directed by Greg Gray of Velocity Films, for Amstel Lager, we find a story about a legend who took his time. Remember now, if at first you don't succeed, then try try again. Also, all good things come to those who wait. Wait, I think I just talked myself into a Guinness ad.

Nevermind all that then. This boxer wants to give up, but his community won't let him.

The old adage "Time well spent " rings true in the brand-new spot for Amstel Lager and OwenKessel, directed by Velocity's Greg Gray. Gray and his team went into painstaking detail to craft an epic ad that flows between the past and present, providing a nostalgic slice of life in 1980s South Africa. The final product is an uplifting tale of strength and perseverance, beautifully told.

Client: Amstel Length: 120” First Air Date: 22/07/2012 Country of Origin: South Africa Country of Broadcast: South Africa Agency: OwenKessel Executive Creative Director: Donovan Bryan Creative Director: Mike Cook & Martin Sing Agency Producer: Helen D’Hotman Agency Art Director: Martin Sing Copywriter: Mike Cook Production Company: Velocity Films (represented by Recommended Media in the USA) Director: Greg Gray Producer: Helena Woodfine Director of Photography: Paul Gilpin Production Art Director: Chris Bass Post-Production Company: Deliverance Post Production Editor: Ricky Boyd Music: The XX - Crystalised Post-Production Online: Bladeworks Post-Production Offline: Deliverance Post Production

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.