27.3.11

Pass love from one generation to the other

Filial Piety



“Filial Piety”, a television commercial commissioned by Ministry of Community Development, Youth and Sports (MCYS) and National Family Council, was recognised as the most popular local TV ad in Mediacorp’sViewers Choice survey in Singapore. The ad follows the journey of a young boy, as he sees first hand the importance of respecting, honouring, and loving his parents, through the best and the worst of times. “How one generation loves, the next generation learns.” The commercial is part of a campaign online at Facebook.


Click on the image below to play the video in YouTube (HD)
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www.youtube.com/watch?v=ybxNkpS5q-g

The concept of filial piety (Chinese: 孝; pinyin: xiào) is one of the virtues honoured in Confucian writing to be held above all else: a respect for the parents and ancestors. The campaign was developed in response to obvservations that more and more Singaporeans had been starting to interact less with their parents. The number of elderly being sent to old folks homes was on the rise.
Leo Burnett creative director Chris Chiu talks about the thinking behind the commercial. “We played with a couple of insights. Firstly, every parent loves their child unconditionally; whether or not the child is an angel or a brat. Just the way it is. But how do you make the younger generation reciprocate the love? Especially so when the parent isn’t the nicest of people? Primarily, filial piety is the interaction between 2 generations, so I thought it would be interesting to tell this story from a 3rd generation looking in (i.e. the grandson)”.
Filial Piety was shot straight after filming ‘Funeral‘ with Yasmin Ahmad in April 2009. Director David Tsui filmed over four days using multiple locations including the old Tan Tock Seng Hospital, using actors recruited off the street. “The father is actually a cab driver (the scene in which he drops his recently-widowed mum off is actually his cab) and the grandson is a student from SOTA (Singapore School of the Arts). The flashback mother and son are a real mother and son.”

Credits

Filial Piety was developed at Leo Burnett Singapore by creative director/art director/copywriter Chris Chiu, planner Saurabh Varma, account management team Kurt Viertel, Claire Chan, Lee Min Qi, Tay Yi Ling, Stella Pok, Brenda Koh, agency producer Anthony Lee
Filming was shot by director David Tsui via Moviola, Singapore. Post production was done at Touches, Hong Kong, and VHQ, Singapore. Sound was produced by Ricky Ho at Yellow Box, Singapore.

Porsche |Engineered for Magic Everyday

Porsche Getaway Car
Porsche USA is challenging many Americans’ perceptions of Porsche sports cars—and in particular the 911—in “Engineered for Magic. Everyday”, an integrated advertising including TV, print, online, mobile, direct mail and a cinema promotion. The campaign seeks to show the many dimensions of the iconic Porsche 911 and the brand’s other storied sports cars through the lens of daily driving.


“The magic of Porsche is how thoroughly the cars transform your everyday, routine driving,” said David Pryor, vice president of marketing, Porsche Cars North America. “It’s not only about the weekend joyride. It’s the only car in the world that combines true sports car exhilaration and the drivability for daily use. This campaign brings this fact to life, painting a bigger picture of the real Porsche value proposition, in some cases through the words and images of owners themselves.
Porsche School Bus
The TV spot, launched during the NCAA March Madness tournament, features vignettes of Porsche sports car owners in a number of seemingly everyday scenes: a parent picking up kids at school, a man running a home-improvement-store errand and a mom clearing away snow from the windshield each with titles re-characterizing the car as “school bus,” “pickup truck” and “snowmobile.” In another vignette, as a man fires up the engine after a long day at the office, we see how the car’s incredible, mood-shifting virtues—as his “getaway car”—complement the everyday ones. The closing voiceover says: “Engineered for Magic. Everyday.” Click on the image below to play the video in YouTube (HD)
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www.youtube.com/watch?v=O-Lq3mHgNOI


At the hub of the integrated campaign is a consumer-generated website— PorscheEveryday.com —where owners can share their own everyday stories. With a combination of professionally produced videos and images along with owner-submitted content, the site builds a mosaic showcasing the many ways a Porsche is engineered for everyday magic. For this effort, Porsche has once again reached out to its passionate and active loyalists and enthusiasts to participate and contribute to the story. Last month, to start things off, Porsche sent 200 Flip video cameras to select owners asking them to contribute videos. The brand has also invited input from all its owners, the Porsche Club of America, dealers and their customers, and the million-plus Facebook fans for everyday stories, photos and videos.
Porsche Engineered for Magic Everyday site
In partnership with the Reelz channel, Porsche will also invite amateur film-makers to submit films that demonstrate “daily magic.” Ten filmmakers will be selected to experience daily magic in a Porsche and then make a film about the experience. The winning submission will be shown in cinemas across the country—a first for Porsche—and on the Reelz channel.
Porsche Pickup Truck
Porsche will distribute direct mail pieces to consumers outside the company’s customer base “to make sure that we can demonstrate this ‘everyday magic’ notion to some people who have not driven a Porsche in a very long time or have Porsche in their consideration set but haven’t pulled the trigger,” said Josh Cherfoli, online and relationship marketing manager at Porsche Cars North America.
Porsche Snowmobile print ad
Porsche Surf print ad

Credits

The Everyday campaign was developed at Cramer-Krasselt, Chicago.
“When most people think of Porsche, they think ‘magic’—and the cars certainly are,” said Marshall Ross, chief creative officer, Cramer-Krasselt. ”What is markedly different about this campaign is we’re not selling the dream-car mystique of Porsche — that’s already a given. The creative cha

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