ABSA's Cultivating the Exceptional directed by Giant Films' director Sam Coleman

No valid plans for the future can be made by those who have no capacity for living now.
- Alan Watts

Original Article

When challenged to bring extra meaning and resonance to the new ABSA Investment spot, director Sam Coleman knew that the words and distinctive voice of Philosopher Alan Watts would lend the required gravitas he and agency The Jupiter Drawing Room, Johannesburg were searching for, to give solid grounding to ABSA’s unique Strive for the Exceptional positioning. So apt were the philosophers' words that first agency, and then client, were happy to embrace the carefully nuanced attitudes that Alan Watts’ distinctive timbre injects into the narrative. The renowned Philosopher's voice and thoughts drive the action and drama in this provocative new spot that launches this week, both with a 60-second TV version and a three-minute web film.