Singapore Life becomes first local brand to use ‘live birth’ in advertising campaign

National insurance firm Singapore Life has released a new advertising campaign that shows six women giving birth live on camera in a bid to highlight the “rawness and reality” of childbirth.

The monochrome video, due to be rolled out online and in Singapore’s taxis, marks the first time a real-life delivery has ever been shown in the country’s advertising history, according to the brand.

During the 2.45-minute film, six mothers – four Chinese, one Indian and one Malay – are shown in the final painful stages of labour. Although only close-ups of their faces are shown, the video later films the moment when the blood-covered babies are lifted into the air.

The video finally concludes with the mothers and their partners huddling close to their – now wrapped-up – newborns, as  the slogan appears: “The moment in life when you realise you need Life”. All words except ‘Life’ then disappear to reveal the name Singapore Life, plus the brand’s logo.

According the a statement from the independent insurer, “the campaign anchors on the raw emotions when a new life arrives – the love, pain, care, and elation of six pairs of real-life parents in the precise moment when their children is born in the operating ward or at home – to remind one of the innate need to celebrate life and protect the people we love”.

Conceptualised by Singapore Life and creative agencies Dentsu Singapore and Dentsu X, the video was filmed by Australia-based director Hailey Bartholomew, who is known for her black-and-white childbirth shoots.

Over one month, she documented the final stages of pregnancy of the six couples. The final video is accompanied by a new rendition of Stephen Foster’s ‘Beautiful Dreamers’. Performed by Singaporean artist Weish, the song’s lyrics have been rewritten specially for the campaign.

Dentsu Singapore executive creative director Andy Greenaway said: “Giving birth is one of the most incredible moments of our lives. It’s arduous, painful, and joyful all at the same time. We wanted to capture that moment on film with real Singaporean women.

“While most films that portray birth are glossed over, pretty and gooey, we wanted to show the rawness and reality of what it’s like to give birth. Because there is nothing more emotional. What did we want to say with this film? Bringing a human being into this world is a big deal. It makes us think of our own mortality. It also makes us think about our responsibility for that fragile baby we hold in our arms. It’s defenceless, and needs our warmth, love and protection to grow in life.”

Singapore Life CEO Walter de Oude added: “Having a baby is the single most important reason for buying life insurance. We don’t buy life insurance for ourselves, we buy it for others, for those that would struggle if we were no longer there.

“We wanted to capture the moment when that thought crosses a parent’s mind. I believe we have achieved that. It’s hard to keep the tears at bay when you watch the film. There has never been a piece like this done for a life insurance company. It’s a special advertisement. It stands for hope and for life”.


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