South African investment firm Allan Gray is running “Distraction is the Enemy”, an advertising campaign centred on a series of television commercials. A man in a suit runs through the streets trying to give the slip to golf carts, fast food offers, cute cat videos, shopping sale hordes and first person shooter games at a boy’s night out. “Over the last 39 years we have found that the biggest enemy of long-term investment reward is distraction. This is why we avoid trends, hype and popular opinion and stick to our tried and tested investment philosophy.”
The Distraction campaign was developed at King James, Cape Town, by chief creative officer Alistair King, executive creative director Devin Kennedy, art director Chris Charoux, copywriter PJ Eales, and agency producer Caz Friedman.
Music is “Sinnerman”, the American traditional spiritual song sung by Nina Simone.