Singapore Airlines targets Indonesian travellers with homecoming of son living overseas

Singapore Airlines has taken aim at the Indonesian market with a new commercial featuring a man living in Korea who is given the chance to return home to visit his mother in West Java.

In a two-minute film, the son recounts how much he misses his mother, and how he wants to replace the earrings his father bought for her but later sold to buy food for the family.

Singapore Airlines recently posted the film on its YouTube channel.

The airline’s global agency is TBWA, however Mumbrella understands that this work was created by Mirum, the digital agency affiliated with J. Walter Thompson.


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