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WATCH SingTel ad ties father-son relationship to football

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Tying the themes of both the World Cup and Father’s Day, SingTel has created an emotional campaign with the help of creative agency Ogilvy & Mather Singapore.The campaign runs on TV, digital and social media and pays tribute to fathers across the nation. The campaign will also run in cinema chains across the island, on SingTel’s #DadsOwnWay campaign page, and on the brand’s social media sites including YouTube, Facebook and Twitter.To further stimulate the conversation, SingTel’s YouTube page directs viewers to a dedicated campaign site where consumers are encouraged to tweet examples of how their own fathers show their love and affection. All tweets containing the #DadsOwnWay hashtag are then aggregated and appear directly on the campaign site. As part of the campaign SingTel will also be giving out gifts to those with the best stories.The ad shows a father and son talking about their loyalty and pride for their football teams, indirectly appreciating each other.“Dads, and Asian dads especially, are not known for their declarations of love and affection. Instead, they convey their love in indirect or roundabout ways. We depict a moment where watching a football match becomes an opportunity for the dad to use his team as a metaphor through which he can express his pride in and love for his son who quickly catches on and reciprocates the compliment,” said Melvyn Lim, executive creative director, OgilvyOne Singapore, which was behind the ad. Buse, vice president of consumer marketing at SingTel said that customers are at the heart of its brand and “SingTel’s brand strategy is to engage and start dialogues with the customers and community and to connect with our customers on a more emotional level.”“With Father’s Day coming up, we want to thank our customers for their loyalty while also paying tribute to dads for the vital roles they play in their children’s lives,” said Buse.

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