Developed by DDB Singapore, the through-the-line campaign goes live from early September and targets locals aged 40 and above - an age group that is more susceptible to illnesses including diabetes and high blood pressure.
The TV spot is from acclaimed local director Eric Khoo, and depicts a father sending his child off on his first day at school. The father is then missing as the child turns back to look and the spot ends with the line ‘Will you be there tomorrow?’
The TV spot is from acclaimed local director Eric Khoo, and depicts a father sending his child off on his first day at school. The father is then missing as the child turns back to look and the spot ends with the line ‘Will you be there tomorrow?’
“A simple health screening can save lives. The problem is, it's not a very appealing matter. After all, the resistance among ordinary working-class folk is, why ask for trouble when you don't feel any? To be ignorant is bliss,” commented David Tang, president and CEO of DDB Singapore.
