My favourite ad of all time: NTUC Income’s ‘The Best Gift For Your Child’ from 2018
According to Viddsee's vice president of branded Patrick Ong, 'The Best Gift for Your Child' from NTUC Income makes the cut as his favourite ad for its ability to spark conversations and self-reflection
As ad and marketing folks, we’re all too familiar with the need for storytelling in branded content, but once in a while comes a film that reminds us of how powerful it can be. That film was ‘The Best Gift For Your Child’, from BBH Singapore which was directed by Roslee Yusof and made for NTUC Income last August.
The almost five minute film starts off with every parents’ nightmare: a son calling them out for being ‘the worst parents in the world’, running through a list of parental fails by today’s Singaporean standards: low-budget DIY parties, mall funfair holidays, cheap tuition classes.
Halfway through, the film takes a turn and the son starts thanking his parents for choosing to save for their retirement instead of giving him everything he wanted.
The freedom from supporting his parents, the groom says, gives the newlyweds a chance to focus on the steps they’d like to take in building their new life together.
Technically, there’s a lot to be admired: the story is tight, the tension builds at the right pace, and the anecdotes are relatable to almost every child in Singapore. It was engineered to make you shed a tear – which I certainly did.
It’s a story that hits close to home. I was raised in a home where luxuries were scarce – we couldn’t afford meals in fancy restaurants, every dollar spent was accounted for, and my first overseas trips were to Taiwan and Brunei for my National Service (definitely not holidays).
Like the parents in the film, mine had to choose between saving and never leaving their child wanting. And now that I’m a father myself, I can’t help but think about how torn they must’ve been in making those choices. And about the values I want my kids to learn when they grow up.
And I wasn’t alone – I met many others who shared the same thoughts that were sparked by the film.
It is this point of self-reflection that reminds us of a story’s role: it’s more than just to entertain, make you laugh, cry, and give you all the ‘feels’. It’s more than a way to sell an aspirational lifestyle or to create brand awareness.
Stories have been a way for us to share wisdom, start conversations about how we can be better – our desire to tell and listen to stories has always been a part of what makes us human, and will continue to be.
As a person who has been pitching for the value of branded content, films like these make it an easy and compelling argument on how they can deliver on value — and reminds me of why I love my job.
Sure, some will argue that it doesn’t deliver enough brand exposure: Like Roslee’s other Hari Raya film, ‘Kinship’ from Tribal Worldwide made for Singapore’s National Water Agency, there were no products or services featured, and any brand mention was held until the very end.
But I would argue that the film helps to define the difference between an ad and a brand film.
While an ad is focused on selling, a brand film is made to spark conversation about its values over conversion. And that is the best thing a film can do for a brand.Patrick Ong is vice president of branded at Viddsee, based in Singapore
I’m a Singaporean who grew up in the 90s. The locations, props and wardrobe in this film appealed to my nostalgia. But my issue with this film was “Are you saying these are good parents because they saved money?” or “Are you saying these are good parents because they didn’t spoil you but taught you to fend for yourself?” or “Are you saying these are good parents because they sent you to a university where you met your wife?”. I ended up being quite confused of what the intended message was.
ReplyAgree with Senor Giraffe.
Almost every Asian parent would spend the last dime on their child’s education and improvement before they worry about themselves. It’s the feed the child the last piece of food while I go hungry self-sacrifice that Asian parents are willing to do, even be quietly proud of. It’s just our thing.
That’s why this commercial fails in almost every respect for me. Was there no Asian in the room when this was conceptualised-sold? Or were they all yes sir yes sir, three bags full?
And the grooooan clickbait title? BBH may have been a beacon of creativity during the Hegarty days but the Singaporean outpost is a [Edited under Mumbrella’s community guidelines], consistently resorting to gimmicks (Fear-less, Retire at 28, Toilet seat and of course, this).
ReplyBest ad
Of all time
The best ad ever made anywhere in the world at any point in history
And you pick this?
Proof that some [Edited under Mumbrella’s community guidelines]
ReplyM – read the title: “My favourite ad of all time”. NOT “The best ad of all time”.
ReplyPoint stands
Unless this person has only ever seen half a dozen ads in his lifetime.
Should use this question in pitches
“Tell us about your favourite ad of all time”
“I really the NTUC…”
“Next!”
ReplyAgree. It’s a bit like someone saying Transformers is his favorite movie.
Replywhat does vice president of “branded” means?
ReplyYou guys just discredited yourself. Patrick is entitled to his POV, it may not be the best in your opinion but to him it is. Your parents may be the best in your opinion but Patrick may not agree with you but will not have any issue with your choice.
ReplyHave your say