Oxley’s Affinity at Serangoon's heartfelt spot drives home the importance of family

In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to highlight the importance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as SLB Development, KSH Holdings and Apricot Capital.

Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes it being situated in a hot location close to amenities such as Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

The campaign looks to strike a genuine connection with the viewer and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tagline if "Come home to all that you cherish".

The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The entire campaign is running on mediums such as print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.

The ad for Affinity at Serangoon follows the journey of a father and son who share a common experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son is seen getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so he can get a bigger house for his father to live in, in the future. Together, the father and the son reminisce about the boy’s mother and his promise to live in a larger landed house in a neighbourhood located in Serangoon.

The touching and poignant spot ends with the son in recent times telling his father that he wants the latter to live with him and his new wife, in the same neighbourhood that they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the father having snacks in the back of the van just like how they did many years ago.

Watch the ad here:

Affinity@Serangoon will be opening its showflat for preview this coming Saturday 10am-7pm along Serangoon Ave 1.