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

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

Related Articles

Just Published

22 hours ago

Agency Report Card 2023: FCB

A year of transformative change for FCB in key markets, as the addition of Kinnect and continued strength from FCB/Six continues to drive business growth in India and New Zealand, respectively.

23 hours ago

Alibaba, Tencent beat forecasts with strong results

Both Chinese tech giants continue to record robust growth. Meanwhile, Tencent's market capitalisation is already more than double that of Alibaba’s.

23 hours ago

Southeast’s Asia’s top 50 brands 2024

Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.