Singtel once again tackles elderly loneliness with Chinese New Year campaign

Another Singaporean campaign for Chinese New Year has channeled the theme of grown-up children flying the nest as Singtel releases its effort, ‘Mr Lim’s Reunion Dinner’.

Following last week’s offering by Tiger Beer, which showed a father being alone for the annual festival, the Singaporean telco’s ad also shows an elderly man hoping for his overseas children to come home.

Played by actor Lim Kay Tong, the father is shown preparing for CNY, only to be told that his son and daughter will not be coming home.

Both mistakenly assume that the other sibling will be around to celebrate the occasion with him.

Though Lim is shown to be disappointed, he faithfully continues preparing a feast of his family’s feast in their absence.

The ad ends on a happy note when Lim’s children learn the truth and hurry home in time to eat with their lonely father.

Conceptualised in-house, the ad was made by Akanga Films and filmmaker K. Rajagopal, and will be aired on Singtel TV and social media channels until March 2.

Rajagopal also directed Singtel’s Christmas ad, which also relied on the theme of elderly loneliness and disengaged children. 

The campaign, dubbed ‘Ah Ma’s Christmas’ reached more 5.3 million views during the seasonal period and likewise told the story of an elderly Singaporean feeling alone and isolated from her family.

Speaking about the subject matter, Singtel’s vice president from group strategic communications and brand Lian Pek said “nothing beats having family present during important holiday seasons.”

“As a company devoted to connectivity, we also believe in making endearing and meaningful connections. We are big believers in keeping traditions alive, keeping ties strong, and staying connected to home.”


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