Visa's 'Uncle Sim' dispenses life-hacking tips for Singapore

The brand and agency created an original character, Uncle Sim, specifically to appeal to Singaporeans and teach them about the convenience of Visa's contactless paywave technology.

"Uncle Sim is that Uncle every Singaporean knows, the friendly neighbour who loves to share advice on how to make life simpler and more convenient," said Ooi Huey Tyng, Visa country manager for Singapore and Brunei. The campaign includes TV, OOH, digital, cinema, and social media. 

Ad Nut likes the concept of life-hacking tips and the charismatic lead actor, but it's too bad that there is such a discrepency between the TV spot (the first video here) and the other, online-only videos. The TV spot is well polished, with great attention paid during editing to getting the comedic timing just right. The latter videos are single-take, low-budget affairs, and Uncle Sim's catchphrase and laugh end up coming across as forced. If brands and their agency partners feel that online videos are important, why not give them at least a little more love in terms of production budget?  

CREDITS

Executive Creative Director: Danny Searle
Creative Director: Mark Wiggins
Associate Creative Director: Theophilues Tan
Associate Creative Director: Tan Giap How
Copywriter: Theophilues Tan
Art Director: Mark Wiggins // Tan Giap How
Producer: Ann May Chua
Creative Services Director: Katherine Lian
Planning Director: Jaclyn Lee
Global Business Director: Chris Willingham
Associate Account Director: Dawne Lee
Account Manager: YuQi Koh
Production House: Playfilms
Director: Royston Tan
Producer: David Clarke // Carl Siahaan