A little Singaporean girl finds Santa in a subway in new Singtel Christmas film
Continuing its tradition of festive-themed commercials, Singtel has released a short film called ‘Grace’s White Christmas’.
The film was developed by an in-house team in collaboration with production house Akanga Films Asia. It tells the story of a young girl who concludes a down-and-out busker in a Santa costume, playing Christmas carols in a subway, is the real Santa Claus.
Introducing Singtel’s 2018 festive short film! The story revolves around Grace and a struggling busker who dresses as Santa. Grace wants a puppy and a white Christmas this year but can “Santa” make her wishes come true?
Posted by Singtel on Sunday, 18 November 2018
Speaking about the film, Singtel’s VP of group strategic communications and brand Lian Pek said: “When we drilled down to what’s important when celebrating Christmas, it’s about giving and connecting, and doing so beyond one’s immediate family and friends.
“Very often, the pressures of modern living can distract us from this. Our wish for Christmas is for more meaningful connections which can sometimes be found in the most unlikely of places.
“At the end of the day, I’m sure we all agree that the act of giving always makes the giver richer in spirit.”
Singtel has previously made festive themed films like Ah Ma’s Christmas and Mr Lim’s Reunion Dinner for Chinese New Year which have racked up several million views on Facebook and YouTube.
Speaking about Singtel’s approach to these films, Pek said: “People want more emotion and less selling to.
“Customers are more discerning than we think and want to engage with companies whose values they share. Our focus on narrative has resonated with customers on an emotional level that is building brand love and loyalty.”
The film is scheduled to air on social media channels and on Singtel TV from November 22 to December 31.
Credits:
Director: K. Rajagopal
Producer: Fran Borgia
It had so much potential to be a great little film but ended up being a total anticlimax. Horrendous over acting by the Santa character. Editing was all over the place. I suppose this what happens when you go in house with little creative quality control. As highly experienced ECD, if one of my creatives put that script in front of me, I’d have fired them. When stacked up against the current Xmas ads out there like John Lewis’s Elton John film, it just pales into insignificance. Sad really, because it could have been a wonderful opportunity to tell great story. Then again, what good has come out of Singtel over the decade?
ReplyI think the StarHub dog stole the show 😉
Reply“As highly experienced ECD, if one of my creatives put that script in front of me, I’d have fired them.”
If you had fired them, that says way more about YOU as a so-called highly experienced ECD than it does about that creative. Really? Your first recourse would be to terminate staff instead of sit them down and instil in them the wisdom that should come with the title, so that they learn from it and subsequently raise their game?
You said so yourself, there was so much potential in this, so all that’s needed is perhaps some improvements on characterisation, a better ending, and a couple other things. Sometimes, good work can come out of the most mundane/predictable premises.
ReplyIf you was a “highly experienced” ECD with that attitude, nobody decent would want to work for you.
ReplyWith two agencies on their roster, are you telling me that neither BBH or Ogilvy could have come up with a better script?
ReplyNeither of them is as smart as [Edited under Mumbrella’s community guidelines]!
Replyeh, why never show how singtel technology let the mother find the girl in the end?
ReplyHe was so grumpy throughout the film, so where’s the heartwarming connection between him and the girl that’s needed for this sort of film to work? Also, I understand where you’re coming from when the girl and Santa are of different races, but having [Edited under Mumbrella’s community guidelines].
ReplyOMG! what happen!! its there a part 2 or aka datang to the ending?
ReplyI almost punch the air in delight when I read that this was produced in house and not by BBH or Hogarth. Clients produce [Edited under Mumbrella’s community guidelines] without creative agencies. Thanks for proving that theory right again.
ReplyYou have to asked though. Is this the best those [Edited under Mumbrella’s community guidelines] can muster? If making ads is not their ROI (which I know it isn’t) then why are they making these? Vanity?
ReplyThat is why you don’t see them in effectiveness awards. Their product ads are at least decent.
ReplyStarhub’s brand spots for National Day and such don’t sell either.
But it is
(a) Entertaining
(b) Emotional
(c) Makes a point about Singaporeans as a people
(d) Reflects well on Starhub
(e) All of the above
This one is
Reply(a) Poorly conceived
(b) Questionably executed
(c) Irrelevant
(d) A vanity project
(e) All of the above
starhub? equally bad work yo, and that’s with an gency at the forefront
ReplyWow, this is just bad. Singtel, what are you thinking!
ReplyThe whole thing is bonkers, and not in a good way.
From the concept to the film length to the internal process that led this sack of bubble-wrap, not only aired but promoted on trade websites.
I share pics on Instagram and some get about 50 likes, including a pro or two’s comments sometimes, but in no way do I think I’m a photographer. (Mostly they are fishing for biz or followers).
From what I gather people [Edited under Mumbrella’s community guidelines]?
I also understand marketing but never over-ride someone in a meeting that is an established marketer and who has put years of study into becoming one.
ReplyVERY CLEVER AD
ReplySo, moral of the story is: the rich girl will always get what she wants and if you are poor you still gotta give up your only valuable companion you have to the rich girl so she can have perfect christmas.
Nice message Singtel.
ReplyHave your say