LTA partners Jack Neo and Henry Thia on heart wrenching drama on EVs

The Land Transport Authority (LTA) has partnered with renowned Singaporean filmmaker Jack Neo for its final installment of a three-part series of films that features Singaporean actor Henry Thia.

The collaboration aims at revolutionising electric vehicle (EV) awareness in Singapore and marks a significant milestone in utilising the power of cinema to boost public understanding and
readiness for EV adoption in the country, it said in a statement.

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The final film is aimed at sharing the electrification of public transportation driving environmental benefits.

The heart wrenching drama follows Ah Hui on his journey to keep his promise to his departed love, to live more sustainably, culminating in his realisation that sustainable transportation is readily available through our buses.

While awareness of electric vehicles is high amongst Singaporeans, the campaign - launched December last year - seeks to educate Singaporeans abou  the ready infrastructure supporting the
adoption of electric vehicles that exists today and into the near future through the use of cinematic films.

The three films utilises storytelling in surprising ways, playing on typical genre tropes familiar to all movie-lovers to land tactical messaging on the nation’s electric future.

The first film touched on the longevity of a full charge of an average electric vehicle through an action-packed film; and the second used a Romeo and Juliet-esque romance musical to bring to life the ease and convenience of switching to an EV through comprehensive charging infrastructure networks across the country.

The decision to collaborate with Jack Neo, one of Singapore's most celebrated filmmakers, was a strategic one, it said.

Leveraging Neo's ability to connect with Singaporeans through his unique brand of humor and storytelling, the final film lands the message that all generations are already experiencing Singapore in its EV readiness with the electrification of bus fleets. All Singaporeans, not just vehicle drivers, have a part to play in driving our switch to electric initiatives forward.

“We wanted this final iteration to speak to the hearts of Singaporeans, young and old. Neo’s brand of storytelling brings a fun, familiar, deeply resonant twist to our series," said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency which worked with LTA on the project. 

"We saw the opportunity to bridge the knowledge gaps between generations, through highlighting the diverse ways in which Singaporeans of all ages contribute, shape, and experience Singapore’s EV-future, as part of a collective action towards a sustainable future,” they added.

The films will run across digital and OOH till mid 2024. 

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