Why you need to catch LTA's new action thriller film on electric vehicles

The Land Transport Authority (LTA) has launched the first of a three-part film series that aims to educate Singaporeans about the readiness of supporting electric vehicle infrastructure in Singapore.

Titled “Now Showing on Roads Near You”, the campaign was done in collaboration with creative agency, The Secret Little Agency and leverages the power of cinematic storytelling.

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The name of the campaign also puns on the language of cinema in our everyday lexicon to ensure electric vehicle readiness is hyper-visible to the public, according to a statement by the agency.

The first film of the series was created in collaboration with Abundant Films and director Jesse James Mcelroy in the style of an adrenaline-pumping action thriller. The film follows a protagonist who finds out that his mother is being held hostage.

As the protagonist races across various locations to fulfil requests to save his family, the film demonstrates how much mileage can be achieved with a single electric vehicle charge.

Each film within the series will take on a different genre of cinema to touch on aspects of electric vehicle readiness that include the comprehensive charging infrastructure network across the country, its environmental benefits and the longevity of a full charge.

“A cleaner future powered by electric vehicles is inevitable and something all Singaporeans can look forward to, just like an upcoming blockbuster at the cinema,” said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency.

“And so ‘Now Showing On Roads Near You’ was born as we create the kind of sizzle that movie trailers do starting with this trailer all about the amazing things you can do with just one charge,” they explained.

The upcoming two films are slated to be released between mid-January to early February and will see the campaign culminating towards the Chinese New Year period.

The Secret Little Agency is well-known for its brand campaign films. Recently, it worked with local banking application DBS PayLah! on an initiative to support hawkers during this period of rising inflation, rental costs and an increasingly volatile market.

The campaign was helmed by a film which celebrates Singapore’s hawkers as the country’s unofficial leaders. The video replicated Singapore's presidential election speeches but instead, put hawkers front and centre.

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