The campaign aims to show the importance of having a fulfilling job by tapping into the stories often told by competitive parents about their children’s achievements.
The 40-second video shows three Asian mothers boasting that their child is a “senior door mat” or a “spoiled market executive”.
Another adds, “My son is even better. His company made him the regional ‘yes man’. He just says ‘yes’ to everything. He can even say ‘yes’ in five languages.”
The spot, 'What's your title', which will also be seeded into Facebook, aims to provoke thinking about what people really do and what their true potential could be.