Singtel: From Ma, With Love
Singtel has unveiled its Chinese New Year ad for 2019, continuing its annual tradition of encouraging families to connect during one of the biggest celebrations in the Chinese calendar.
The story, titled ‘‘From Ma, With Love’, follows three Singaporeans based in Melbourne, Australia, and living together, using school as a pretext for avoiding Chinese New Year and returning home as they expressed their disdain for the festival. All three agreed in unison that back at university is a welcome escape from the annual obligations of decorating, feasting and doing the bidding of their respective parents and families.
As they unpacked their suitcases, one of the flatmates, Charmaine, finds to her surprise several tubs of Chinese New Year goodies, including her favourite homemade pineapple tarts. Packed along this is a letter from her mother that one of her flatmates picks up and reads aloud, to her embarrassment.
As one of Charmaine’s flatmate reads the letter, the film unfolds through a montage of letter writing from mother to daughter, baking and other expressions of care, allowing the viewer to become privy to a parent’s hopes and wishes for her child even as she herself comes to terms with the prospect of an empty nest.
Charmaine’s mother’s words, heard as a voiceover, evoke memories of Chinese New Years’ past to all three flatmates who come to realise the universal sense of family and how blessed they are. Feeling remorseful, they instinctively reach for their phones to call home.
Like its 2018 Chinese New Year ad, ‘From Ma, With Love’ was created and produced in collaboration with Akanga Film Asia. It will air on Singtel TV and various social media channels from 4 January to 19 February.
Singtel's in-house marketing team