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
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
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
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.