Ali steps back into the ring for Equitable Life

Muhammad Ali is the star of TBWA GGT Simons Palmer’s new TV commercial for Equitable Life, which uses a combination of old and new footage of the boxing hero.

Muhammad Ali is the star of TBWA GGT Simons Palmer’s new TV

commercial for Equitable Life, which uses a combination of old and new

footage of the boxing hero.



The spot is the latest in Equitable Life’s ’visions of the future’

campaign, which has already featured the astronaut, Buzz Aldrin, and the

geneticist, Steve Jones.



In the new commercial, a young Ali is in conversation with a boy, who

asks what he would have done if he had not been a boxer. Ali’s reply is

that he would still have been ’the greatest’, whatever he had done.



Riding in the back of a limousine, he says: ’I’d have done

something.



If I was a garbage man I would have been the world’s greatest garbage

man. I would have been able to dump more cans of garbage in ten minutes

than anybody. I would have been the world’s greatest whatever I

done.’



As the film draws to an end, Ali appears as he is now in modern-day Los

Angeles. He steps out of a car and starts shadow-boxing with the boy as

a group of garbage men look on. A voiceover says: ’Whatever your dream

or ambition remember this: with the Equitable Life, when you retire you

can continue to be the greatest.’



The ad was written and art directed by Alan Moseley and Graham Cappi and

directed by Stuart Douglas through D-Films.



Trevor Beattie, the creative director of TBWA, claims to be the world’s

greatest Ali fan and gave his close personal attention to the

project.



Beattie said: ’Working with Ali was more than a dream come true. He

receives hundreds of scripts a month so we were greatly honoured that he

was moved by the message in ours. He has a strong claim to being the

most famous person on planet Earth.’



The pounds 4 million television campaign launches this week and will run

for six weeks.



Media buying on the business is by New PHD.



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