Ad Nut
Apr 25, 2019

A toilet-seat drama sells life insurance

'True care' for NTUC Income by BBH Singapore.

The video above is a 2.5-minute tale of a toilet seat left carelessly upright, a moment of understandable social-media revenge gone viral, and redemption for a male who, whatever his faults, knows enough to protect his family by purchasing life insurance. Made by BBH Singapore and Nakid Productions, the video promotes life insurance from NTUC Income. 

With appearances by actual social-media celebrities from Singapore (Mrbrown, Xiaxue, Shigga Shay, Wah!Banana and SGAG, to be exact), the clip is a bit predictable, but also finely crafted enough that you won't mind. And unlike certain disasters that Ad Nut will probably never get tired of mentioning (see "Singtel, you owe Frank Capra an apology" and "Astonishing Mercedes-Benz videos inspire Malaysians"), it's genuinely amusing, moves along at a rapid clip, knows what kind of tone it's going for, and makes perfect sense. 

Ad Nut would only hope to see a gender-reversed version sometime soon.

Here's a few admirably concise print ads that are part of the campaign, and Ad Nut is happy to see one of them clearly indicates that women also earn money and can also buy life insurance for their families.




CREDITS

BBH Singapore:
Chief Creative Officer: Joakim Borgstrom
Creative Director: Janson Choo & Khairul Mondzi
Account Director: Manavi Sharma
Head of Planning: Thomas Wagner
Strategist: Amanda Lim
Producer: Kim Lim
Production company: Nakid Productions

Client:
Chief Marketing Officer: Marcus Chew
Head, Brand Marketing: Chloe Fair

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'.

 

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