Just in Time for Father’s Day and the World Cup SingTel Pays Tribute to Asian Dads in Emotional (Yet Manly) Campaign by Ogilvy & Mather Singapore

Produced by renowned Singaporean film director Eric Khoo, SingTel’s TVC and resulting digital and social media effort aim to celebrate and inspire connections among loved ones.

SINGAPORE – SingTel, Asia’s leading communications group, has launched a new TVC, digital and social media campaign by Ogilvy & Mather Singapore, to celebrate and pay tribute to dads across the nation, just in time for Father’s Day (June 15) and the kick off of the World Cup.

“Dads, and Asian dads especially, are not known for their declarations of love and affection. Instead, they convey their love in indirect or roundabout ways. We depict a moment where watching a football match becomes an opportunity for the dad to use his team as a metaphor through which he can express his pride in and love for his son who quickly catches on and reciprocates the compliment. Singaporeans are sure to recognize this emotional, yet undoubtedly masculine, scene as one that is close to their own hearts and families,” said Melvyn Lim, Executive Creative Director, OgilvyOne Singapore.

“Customers are at the heart of our brand. SingTel’s brand strategy is to engage and start dialogues with our customers and community. To connect with our customers on a more emotional level. With Father’s Day coming up, we want to thank our customers for their loyalty while also paying tribute to dads for the vital roles they play in their children’s lives. This video – and its insight into how dads tend to communicate – or sometimes not communicate – their feelings – creates a wonderful opportunity for Singaporeans to share their own stories and connect with their loved ones,” said Johan Buse, Vice President of Consumer Marketing at SingTel.

From late May-June 2014, the 60-second TVC runs on local Singaporean TV channels in the run up to the World Cup and Father’s Day, as well as in cinema chains across the island, on SingTel’s #DadsOwnWay campaign page, and on the brand’s social media sites including YouTube, Facebook and Twitter.

To further stimulate the conversation, SingTel’s YouTube page directs viewers to a dedicated campaign site where consumers are encouraged to tweet examples of how their own fathers show their love and affection. All tweets containing the #DadsOwnWay hashtag are then aggregated and appear directly on the campaign site. SingTel will reward the most interesting and unique stories to be posted by this Sunday, June 15, with special gifts. The video has already garnered more than 106,000 views on YouTube and nearly 4,000 likes on Facebook.

Internationally renowned Singaporean film director and producer Eric Khoo, said, “Being a father of four boys, I know how difficult it can be for me to reveal my love for my sons in a straightforward manner. Being a parent, especially with the younger generation, you’re not really sure how to reach out. But in this simple TVC, when I first read the script, I just felt ‘wow,’ this is the way to go. Sometimes less is more and that’s what we see in this piece. I’m honored to have been a part of it.”

View the SingTel TVC: http://www.youtube.com/watch?v=F6wclZa3xT0

#DadsOwnWay campaign page: http://www.singtel.com/fathersday

SingTel Facebook: https://www.facebook.com/singtel/posts/10152889113156677


Project title: Dad’s Own Way

Client: SingTel

Brief: Celebrate and pay tribute to Singaporean fathers

Creative agency: Ogilvy & Mather Singapore

Chief Creative Officer: Eugene Cheong

Executive Creative Director: Melvyn Lim

Creative Directors: Stephen Kyriakou, Shawnn Lai

Art Director: Daphne Tann

Senior Copywriter: Martin Loh

Agency Producers: Cora Chee, Danli Lok

Managing Partner: Chee Yan Yi

Account Management: Cheang Yitshan

Media agency: MEC

Production house: Zhao Wei Films

Exposure: TV, cinema, social media

About Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named both the Cannes Lions Network of the Year and the EFFIEs World’s Most Effective Agency Network for two consecutive years, 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.


McDonald’s Ebi Burger TVC – Full Version.

23rd November 2013, Singapore – Recently many of us would have seen Mcdonald’s latest TVC – the Ebi Burger and the Banana Pie promotion. Out of curiosity, I had personally tasted the Ebi Burger & the Banana Pie – and fell in love with it. The promotion had been running for almost close to 3 weeks now, but sadly I have only managed to grab the “Ebi Feast” only thrice. The “Ebi Feast” consists of an Ebi Burger, a Fries, a Banana Pie and a Fizz drink.

Why only thrice? Everywhere is out of stock. I went to a few branches like Harbourfront, Potong Pasir, Kallang, Alexandra Retail Centre, Parklane, Yung Ho and even tried my luck with McDelivery, but it seems like no one has this Ebi Burger and the Banana Pie. Why is this so? McDonald is spending ad dollars buying so many spots on TV Prime time and only to have consumers going places but no Ebi burgers or Banana pies everywhere?

I must say that I am truly disappointed with McDonald’s this time. I am still curbing my cravings for the Ebi Burger & Banana Pie as I write. If only someone can tell me which branch has the Ebi Burger & Banana Pie now I will drop everything I am doing and I will fly there for my Ebi Feast.

Successful TVC, but leaving  me (and many others) sad because the only thing that greeted us is “No Stock”.

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