AI makes CNY preparations a breeze in Singtel's new festive film

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Singtel has unveiled its 2025 Chinese New Year (CNY) film, throwing the spotlight on AI and innovation.

Titled "Once upon a CNY", the short film features wife and mother Mei and her struggles with preparations for her family's CNY celebration. The accidental but timely intervention of an AI assistant helps her visualise a brave new world where the latest technologies allow her to tackle her tasks with unprecedented ease. This inspires her to embrace more smart technology in real life, paving the way for getting everything done in time for the traditional reunion dinner.

The film starts with a frazzled Mei confronted with an empty fridge, a long to-do list and a messy kitchen, the aftermath of a manic bout of pineapple tart making. When bombarded by more requests from her husband and daughter, she reaches tipping point, exclaiming in frustration that she cannot be “everything everywhere all at once”.

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At that very moment, Mei realises that she has burnt her pineapple tarts by leaving them in the oven for too long. She then wonders aloud how she can get everything ready in time for the CNY holiday. An AI assistant accidentally answers her call for help, pulling her into an alternate reality to show her a spotless kitchen, well-stocked fridge and perfectly baked pineapple tarts.

Mei returns to her own reality inspired and transformed. She uses Wi-Fi 7 to manage smart appliances such as a smart fridge and robot vacuum. These devices turn her chores into a cinch, making time-consuming preparations such as spring cleaning and cooking a thing of the past, allowing the family to bond over reunion dinner.

Mei’s declaration that she cannot be “everything everywhere all at once”, as well as her traversing different realities, are playful nods to the Hollywood film of the same name which also features a challenged mom who learns to “download” skills from alternate versions of herself.

The film was conceived in-house and produced with Akanga Films. It will air on Singtel TV and various social media channels from 17 January to 12 February.

The campaign comes as Singtel upped the ante on AI-innovation across its businesses, from embedding AI in its data centre and ICT arms to deploying AI in its customer service functions in recent months. Earlier this week, Singtel also announced that it will be making the benefits of AI easily accessible to consumers by offering customers a free 1-year subscription to Perplexity Pro. The AI assistant in "Once upon a CNY" is a tongue-in-cheek reference to Perplexity and its capabilities, including its ability to provide comprehensive responses to queries and generate images, said Singtel in a statement seen by MARKETING-INTERACTIVE.

“We have always strived to stay abreast of technology to serve our customers better and this year, AI-driven innovation will definitely be front and centre as we bring its transformative powers to our retail and enterprise customers. By showing how AI can even transform everyday life at home, we are underlining our commitment to making AI accessible to all by enriching consumers lives and empowering enterprises to innovate, reinvent themselves and grow," said Yuen Kuan Moon, Singtel Group CEO.

“The burnt out mom is both universal and relatable, which is why we chose her to demonstrate the very real benefits of deploying best-in-class connectivity and technology at home. This is especially pertinent during festive occasions such as Chinese New Year where everyone can arm themselves with the latest technology to make their lives easier," said Lian Pek, Singtel VP of group strategic communications and brand.

"As a company that derives its purpose from empowering customers, this film is about how technology can do wonders in helping us keep traditions alive," she added.

"Once upon a CNY" is the latest addition to Singtel’s library of brand stories, which aim to convey the company’s brand promise of making a positive impact on people and businesses. Singtel’s last Chinese New Year film, “A date with spring”, featured the story of Uncle Heng who uses technology to revive his passion for roller-skating and connect with his community.

The festive series, including “Don’t worry, be hoppy”, “His grandfather’s road”, “My grandmother’s house”, and “The hunt for the lucky tiger”, revolves around the central theme of family bonds.

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