Heartwarming Bell's ad from South African creatives

Accompanied by stirring music, we see the older man learning and improving as the months unfold; a timescale that is cleverly portrayed within the theme of the ad. His wife, friends and teachers all support him along the way, but the advert manages to avoid mawkishness.

Art director at King James, Cameron Watson, said: “We wanted the story to be the hero and not the styling, wardrobe or techniques. We were very fortunate to work with fantastic talent and a director [Greg Gray] that could bring our idea to life.”

South African production company Velocity Films produced the ad, which was shot over three days and nights in Cape Town. You can watch The Reader below, along with the making of video.

Credits

Director: Greg Gray, Velocity Films

Production house TV producer: Helena Woodfine

Group chief creative, King James: Alistair King

Executive creative director, King James: Devin Kennedy, Matt Ross

Creative director, King James: Mike Wilson

Art director, King James: Cameron Watson

Agency TV producer: Caz Friedman

If you're thinking of filming in South Africa, make sure you read these great tips first.