Singtel tugs at heartstrings with Father's Day ad

In celebration of Father’s Day, Singtel launched a short film today displaying the powerful connection between fathers have with their children.  Titled ‘Family moments made powerful with Singtel 5G’, the film starts by going back in time to a happy childhood memory of a young father giving a piggyback ride to his son.

The film then advances forward in time to when the son, now a working adult with a young family, who due to work and family commitments is unable to attend to his father’s calls or reply to his messages.   Eventually, both father and son manage to reconnect through technology, reinforcing the powerful message of the role of technology in bringing people together, across generations and geographies.

The film highlights how technology has always been used to capture notable family moments such as birthday celebrations. This is depicted through the use of a refurbished Sharp video8 camcorder to capture the moments from older family outings.

The film also brings home the message that newer technology such as 5G with its high speeds and low latency, allows families to stay connected easily and seamlessly. This was illustrated through the family’s videoconferencing session which was streamed over the Singtel 5G network on a 5G-enabled device – the iPhone 13 Pro 5G phone, allowing family members to celebrate their father’s birthday together despite being physically apart.

According a Singtel spokesperson, the emotive film focuses on the challenges facing working adults under 40 with young children, who often find themselves compromising time with their loved ones due to having to juggle various responsibilities from their careers to familial duties.

Singtel partnered with creative agency Hogarth Worldwide, production house, Free Flow production, and media agencies OMD and Amobee to develop the film. It is featured on Singtel’s social media platforms such as Facebook, Instagram, YouTube and Tik Tok and Singtel TV all of this month.

Most recently, Singtel appointed Leo Burnett as its lead brand agency with additional responsibilities for social media and content marketing following a pitch called in September last year, parting with BBH and Goodstuph after five years. Meanwhile, Ogilvy, has successfully retained Singtel's B2B marketing business. The contract is for three years starting in April this year. Other agencies in the final stages included IPG and BLKJ Havas. 

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