Ad Nut
Jan 4, 2019

Singtel thinks you're ready for an emotional Chinese New Year film

The brand kicks off the next big holiday season before most people are over the last one. Is its film good enough to justify that choice?

Dear Singtel,

Chinese New Year comes a little early this year (February 5). But even so, releasing a tearjerking CNY film on the 4th of freaking January seems a bit much, don't you think? Ad Nut's old oak tree is still festooned with Christmas and New Year's decorations, and surely Ad Nut is not the only creature who does not feel ready—physically or mentally—for the next big holiday.

Ad Nut was also prepared to hate your new film, given the truly appalling effort you put forth during the Christmas season (see "Singtel, you owe Frank Capra an apology").  

However, Ad Nut has to admit that this five-minute piece of work is not bad. It hits the expected beats of filial piety and is 100% predictable, sure. But unlike your aforementioned Christmas disaster, it's well crafted, with satisfying character arcs and performances that make it work. Seems like the folks at Akanga Film Asia must be real pros.

Ad Nut is not quite prepared to say all is forgiven, but is sure lots of people will enjoy your video, which they'll see on Singtel TV and social-media channels through February 19.

Kind regards,

Ad Nut

See more 2019 Chinese/Lunar New Year ad campaigns
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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