StarHub plugs ‘family is the greatest prosperity’ in Chinese New Year campaign
Following on from Singtel’s emotional effort last week, rival telco StarHub has thrown its hat in the ring with the release of its annual Chinese New Year campaign.
In a similar vein to Singtel, the telco giant’s ad uses parental relationships as the central concept, employing the tagline: ‘Family is the greatest prosperity’.
Created by DDB and BLKJ, the ad shows a mother’s sadness at seeing her son’s new house and her realisation that he has grown up.
Over dinner, the son reminisces about buying fish from the local market with his family as child as his mum noticeably appears pained.
Later, the son hands his mother a red packed wishing her a ‘Happy Lunar New Year’. Ending on a happy note, the ad then shows the mother opening the red packet to find a key to her son’s new house with the note: “Do come over anytime you want”.
Produced by Chuan Pictures, the ad has so far been viewed more than 200,000 times on Facebook.
Oliver Chong, vice president of StarHub’s brand experience, said: “Family is one of the constants in our life, and through our latest video, we want to celebrate the joys of giving back to people who have been there for us all this while. Amid the Lunar New Year festivities and reunion meals, we hope everyone will have the opportunity to build stronger familial connections that will withstand the test of time.”
Singapore’s telcos are not the only brands to have laid on the family sentiment in their CNY campaigns.
Last week, another Singaporean brand Tiger Beer released its second campaign to reunite overseas Singaporean adults with their families back home.
Yawn
More generic rubbish. Emotional my arse.
ReplyNot bad. Just for the fact that no one went near a phone through the spot.
Reply“Do come over anytime you want,” said DDB to BLKJ, after they both suffered commercially and creatively, post the pseudo-separation.
Time you looked for a new job or went limping back to your Ren slum once again Chrissy Chiu.
ReplyShip In The Night. Yet another piece of slickly produced Developing Market Delhi creative [Edited under Mumbrella’s community standards]
Sub-zero creative script, pumped up by sugary production that’s driven largely by tear jerking music for wankers who started families while passively fucking to Clayderman and James Last.
[Edited under Mumbrella’s community standards]
ReplyYou mean one can’t tell how an ang pow with a bank note feels compared to a brass key?
ReplyAre you kidding me?
This is pretty scathing:
StarHub’s #NeverGrowApart Chinese New Year 2018 social commentary/ corporate social responsibility (CSR) messages also takes what is traditionally a boisterous, joyous, and festive occasion — well two actually — and turns them into a sombre event, complete with down-beat piano chords.
not even a subtle reference to how technology can play a role in bringing families together on special occasions if physical reunions are not possible.
And finishes with a listing for Samaritans of Singapore counseling hotline for people feeling depressed. LoL. So funny. It’s called brand… ?
Source: https://aecnewstoday.com/2018/starhub-latest-singapore-telco-with-chinese-new-year-2018-sadvertisement/#ixzz55Aj22T7I
ReplyI’m frankly sick and tired of this “over-emo” overtones that keep getting spun and spun and – over again…
Where are the clashing cymbals and banging gongs for CNY?
Where are my firecrackers?
Why does it seem like locals have a thing for feeling sad to feel anything at all…? It’s as if happiness is a sin.
Stop aping those ever impractical 4 min long Thai PSA commercials that take forever to end.
ReplyWhy is everyone so freaked out? It’s an ad… quite nice one, in fact. It’s not going to win an award for the most original, but I don’t understand the need to insult and ridicule something, that I’m quite sure is produced by many people over many sleepless nights.
ReplyHate tis advertisement! Now my mother-in-law wants the key to my place! I need my privacy!
ReplyHave your say