The Singapore Kindness Movement would like people to get to know their neighbours. Unlike the organisation's previous 'Mud doll', which laid the drama on way too thick by playing the sick-child card, this new video tells a small-scale, everyday story. And that seems more appropriate for a group charged with getting people to treat each other better on a day-to-day basis.
That said, Ad Nut thinks it's a bit strange to in effect lecture the person who has to endure the noise, rather than those who make it. What if the noise were coming not from a cute older couple or a nice young family but a late-night mahjong tournament or someone watching action movies with the volume set to 11? Perhaps the next ad should focus on that side of the good-neighbour equation.
Related: The people at Nescafe would also like Singaporeans to get to know their neighbours.