Creativity

This Heartbreaking Story of a Selfless Schoolgirl Is a Real Tearjerker

Singapore's NTUC Income Highlights Funds for Poorer Students

By Alexandra Jardine. Published on Jul 15, 2015

Editor's Pick

In this moving film from Singapore insurance provider NTUC, a girl is forced to choose between higher education and helping her disabled father and two siblings.

The ad, by BBH Asia Pacific, highlights NTUC's OrangeAid Future Development Program, a CSR effort that gives bursaries to poorer students. Beautifully acted, it tells the story of Siew Fan, who leads her father to believe she did poorly on her exam results, so she can leave school and work instead of taking up a place at Polytechnic. The moment when her father eventually uncovers the truth will make you well up.

NTUC is the latest in a series of Asian insurance companies to tug at the heartstrings; others include Thai Life's ongoing series of spots by Ogilvy Bangkok and MetLife Hong Kong, whose heart-rending commercial earlier this year went seriously viral.

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About

Credits

Date
Jul 15, 2015
Agency:
BBH Asia Pacific
Client:
NTUC

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