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.

CREDITS

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'.

 

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

Dentsu prioritises media in new growth plan ...

Dentsu has allocated $328 million to rebuild the business in 2025, with a further $295 million to be invested over the next three years.

8 hours ago

Creative Minds: Sally Anderson is always asking ...

Meet Australian creative Sally Anderson who moved to Beijing over a decade ago to take on the challenge of shaping a new generation of brands.

9 hours ago

OMG taps Dentsu exec for Malaysia CEO position

EXCLUSIVE: Winnie Chen-Head steps into Eileen Ooi's shoes, who was elevated to PHD APAC chief executive in September 2024. Chen-Head’s appointment is effective March 2025.

9 hours ago

2025 salary benchmarks: Marketing, creative, comms

MCG Talent unveils its salary benchmarks for industry roles in Hong Kong and Singapore, with junior talent equipped with AI expertise expected to be given more opportunities this year.