GUARDIAN
CHANGI AIRPORT
COCA COLA
HPB
STARHUB
GUARDIAN
CHANGI AIRPORT
COCA COLA
HPB
STARHUB
BRANDS
When it comes to TVCs / online videos , we see a couple of clear themes emerging . The standard approach has been to pull on the heart strings – such as this tear-jerker by Guardian or this one from Changi Airport . While these address that universal need to bond , they touch less upon the unique meaning of Lunar New Year , which is potentially more important for markets like
Singapore or Malaysia where several nationally observed festivals vie for attention .
We feel three adverts did particularly well in breaking new ground , all of which used humour to highlight the realities of Chinese New Year . Coca Cola was surely a hit among single 20-30 year olds dreading an encounter with meddling aunties and eager to ensure a harmonious reunion .
Starhub addressed the pressure to be the perfect host and observe tradition , whilst showing that being with family is ultimately more important than following all the rules . Finally , the Health Promotion Board pulled out all the stops to encourage moderation during the festive period , with fight-scenes that were more Crouching Tiger Hidden Dragon than Eat Well , Live well .
These three adverts presumably strengthen cut-through by taking an unusual and humourous approach , and build resonance by addressing specific festive pain points . How this actually plays out within the context of family homes across the Lion City is of course hard to predict - might a message of moderation clash with the desire for abundance , generosity , and spontaneity ? Regardless , what they certainly demonstrate is that there are many ways for brands to ' go mahjong ', and through our auto-ethnographies we ' ve identified a few more potential communication opportunities .