Ad of the Day: Singtel jokes about clingy relationships in new ad featuring real-life celebrity couple

Singtel has taken a humorous edge to an ad that aims to show off technical capabilities, telling a fictional story about a couple on the longest video call of all time.

The ad, by BBH and production company Freeflow, uses real-life celebrity couple DJ Kimberley Wang and actor Shawn Pow in an almost never ending face off about who will hang up the video call first.

The campaign is one of the first major brand spots that BBH has created for Singtel after it won the lead agency business from Ogilvy & Mather in April.

Speaking to The Drum, Diana Chen, vice president for mobile marketing, Singapore consumer, at Singtel, said: “The campaign demonstrates the power of Singtel’s 4G data network through a humorous story starring real-life celebrity couple, Shane Pow and Kimberly Wang. Many of us can relate to the film’s scenario of making video calls with loved ones which we wish would never end.”

“The story takes us through underground tunnels, lifts, heavily crowded locations and even remote spots to showcase the ultra-fast speed, extensive island wide coverage and robust capacity of the Singtel 4G network,” she added.

A follow up film goes behind the scenes of the ad to show how the technology works and introduces some real Singtel engineers and the work that they do to keep the network running long enough for a never ending video call.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte