Allan Gray, a South African investment company, aligned themselves with deferred gratification and long range planning in this spot set in Argentina. A young boy puts up with teasing and bullying from his peers as he supports the love of his life in her ballet and school lessons. The touching story stems from the well known saying, based on the saying: “If you want to know what a girl is going to look like one day, look at her mother”. The setting of Argentina, in black and white with Spanish language, all go towards that romantic feeling.
“My Papa taught me two important things. Always look for potential. Then have the patience to wait for it.”
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Beauty was developed at King James, Cape Town, by executive creative director Alistair King, creative director Devin Kennedy, art director Damian Bonse, agency producer Caz Friedman.
Filming was shot in Argentina by director Keith Rose via Velocity Films, Cape Town, with director of photography Timothy Pike, producer Karen Kloppers, with co-producer Maio Garofali from Pioneer Productions, Argentina.
Music is by Robert Schroeder.
The Beauty spot won the Grand Prix at the Loerie Awards in July and a silver Film Lion at Cannes in June.