Is This the Most Helpful Kid Ever? This South African Spot Will Have You in Tears

Cinematic Ad From Dialdirect Insurance Explores Filial Love

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Editor's Pick

Thai Life Insurance, it seems you have a rival in South Africa's Dialdirect Insurance. This moving spot from Joe Public Johannesburg and director Greg Gray of Velocity Films is an expertly told tale, beautifully filmed and acted. It's the story of a little boy who decides to help out his struggling, busy mom by doing hours of chores, writing down each task in his notebook as it's completed and mysteriously noting a number next to each. Why? We won't spoil the ending, but it all centers -- aptly -- on "The Tortoise and the Hare."

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Jan 14, 2015
Joe Public Johannesburg
Chief Creative Officer:
Pepe Marais
Executive Creative Director:
Leon Jacobs
Annette de Klerk
Group Head & Art Director:
Martin Schlumpf
Freelance Art Director:
Marion Bryan
TV Producer:
Ananda Swanepoel
Strategic Director:
Laurent Marty
Production Company:
Velocity Films
Greg Gray
Helena Woodfine
Executive Producer:
Nicola Valentine
Director of Photography:
Paul Gilpin
Production Art Director:
Chris Bass
Editor & Company:
Deliverance - Ricky Boyd
Post Production Online:
Post Production Offline:
Deliverance - Ricky Boyd
Sound Studio:
Louis Enslin - Produce
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