SINGAPORE – Ministry of Community Development, Youth and Sports has launched a Leo Burnett created push to encourage more Singaporeans to get married.
The TVC, which will be aired on the national network from 5 to 16 April, is produced and directed by award-winning director Yasmin Ahmad and titled Funeral.
The insight that MCYS received was that many Singaporeans are waiting to find the perfect partner before getting hitched and the TVC seeks to highlight how imperfections are what make a partner perfect.
The creative strategy involved using a recently widowed wife talking about her husband’s imperfections at his funeral and how his flaws made him perfect for her. She concludes by saying that she would also like her children to have “beautifully imperfect” partners like she their father.
Richard Tan, director of communications at MCYS pointed out that TVC has many firsts attached to it including being one of first government TVC to be shot in a funeral setting and also being one of the first to promote “imperfection”.
Last year MCYS had launched another campaign directed by Yasmin Ahmad to promote the importance of family. The “Family” TVC has been well received by online community and recently won Mediacorp’s Viewers’ Choice 2008 awards in the local TVC category.
I like this commercial =) Everytime it never fails to make me cry.
Yah very meaningful….n makes sense too.
hi, i love this tvc. Very touching and it’s as if she’s sharing my plight. Zzzzz