Amstel - The Boxer - (2012)

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

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