Ad Nut
Oct 5, 2022

A humanoid robot feels the tenderness of human touch

BBH Singapore joins hands with Singaporean charity Touch to show the healing power of a hug.

Touch Community Services, a Singaporean charity organisation that recently turned 30, received the BBH treatment for its milestone birthday. In a new film, a robot called Alfie learns how to interact with humans through touch from the family it is assigned to. In the beginning, one particular human in the film is skeptical that Alfie would be capable of feeling the warmth of a hug, but it is later revealed in a touching crescendo—see what Ad Nut did there?— that Alfie learns to comprehend the sensory effects of touch. An acoustic cover of The Killers’ Human accompanies the film.

As much as Ad Nut is generally sceptical of films that skew overly optimistic, this one manages to avoid a soppy outcome owing to an excellent performance by the person who plays the robot character. It’s doubly special that Touch volunteers were cast in the film.


Agency: BBH Singapore
Managing Director: Sid Tuli
Chief Creative Officer: Sascha Kuntze
Executive Creative Director: Khairul Mondzi
Art Director: Grace Wong
Copywriter: Gwendolyn Lee
Account Director: Shu Li Tan
Account Manager: Isabel Ong
Strategy Director: Amanda Lim
Agency Producer: Chun Yi Kwek

Film Production Company: The P Film Co
Film Director: Roslee Yusof
Post Production Company: KRAFTW5RKZ
Audio Production: Fuse Adventures in Audio

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