‘No more excuses for not calling your mother’, Singtel tells busy Singaporeans

Singtel is teasing young Millennials with its 4G network, claiming it will provide little escape from their nagging mothers anymore.

In a cheeky short video, created by Goodstuph and The Smart Local, a young man is shown perpetually unable to get his mother off the phone despite going into a number of locations where signal would not normally reach.

The awkward video call starts in the office, with the mother lamenting her son’s failure to come home for dinner and take his family on holiday –much to amusement of the man’s workmates.

Although the son tries to ‘run away’ and lose his phone signal by entering a lift, going into an underground tunnel, rowing a boat into open water, both his 4G and mother remain persistent.

However, the three-minute video ends on a positive note when the son realises the importance of spending time with his family on Mother’s Day.

Deciding to stop running away, the man agrees to go home for dinner and his triumphant mother smiles knowing her persistence paid off.

The video then ends with the tagline that Singtel’s network is as persistent as your mother.

Conceptualised in a joint effort by Singtel, Goodstuph and The Smart Local, the video was then executed in two weeks by the latter’s content arm.

Director: Julian Reyes
Cinematography: Julian Reyes / Dominic Shimizu
Script/Producer: Joyce Yang
Lead Talents: Nicholas Yeam / Doreen Quek
Production Assistants: Jereld Ang / Clement Lee


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