Singtel has released its annual short film for the festive season, encouraging Singaporeans to spend time strengthening connections with family this Christmas.
The Gift centres on a teenager whose self-absorption and busy digital life disrupts the family’s
annual Christmas tradition. The film took its cue from studies that show people of all ages are spending more time on their mobile phones than with family. According to Smartphone Addiction Facts and Phone Usage Statistics (The Definitive Guide 2019) by Bankmycell, smartphone users spend on average 2 hours 51 minutes a day on their smartphones, and less than 45 minutes a day on quality time with their families.
“In our high-tech world of shiny gadgets and devices, parents often feel compelled to indulge their children, even if their demands are excessive. We thought Christmas was the perfect time to reframe the spirit of giving in our increasingly digital society, that we really ought to be prioritising family time and connections in the deeper sense of the word,” says Lian Pek, Singtel’s VP for Group
Strategic Communications and Brand.
The Gift is a part of Singtel’s on-going branded content campaign, which is served through a story-
telling approach that allows the Group to articulate its brand values of family, community, diversity and inclusivity through a series of festive films. Focusing on the core themes of family and community, Singtel’s films have been well-received and anticipated. Last year, Grace’s White Christmas chalked up more than 11 million views on Facebook and YouTube. During this year’s Chinese New Year, From Ma, With Love had more than 19 million views.
“Our films are not solicitations to transact with us, but rather, to appreciate our values which would
hopefully spark some desire to interact with our brand for the long haul. Today’s customers don’t just
want to transact or buy from companies that meet their requirements profitably. They want to support
and engage with companies that have heart,” added Lian Pek.
Conceptualised and produced in collaboration with Akanga Film Asia, the film will air on Singtel TV
and various social media channels till 31 December, and in cinemas from 12 to 25 December 2019.
Details:
Watch the film
Synopsis and spoilers:
On the morning of Christmas eve, much to the dismay of her parents, 17 year-old Jess leaves home in search of a dress for the party she’s attending instead of Christmas dinner at home. Her mother too heads out of the house, but for an entirely different reason – to take on more shifts as a nurse to pay for her daughter’s mobile phone.
Returning from her shopping trip, Jess discovers she’s lost her mobile phone and has a meltdown.
Although her father gives her his phone, offering to use his old one, Jess continues to badger mom for
a new one. This is every parent’s dilemma, how much they should give in to their children,
particularly given the rising dependence on mobile devices.
Heading out to her party, Jess discovers she’s forgotten something and returns to the house. This is
when she overhears her father berating mom for working too much to fund her lifestyle. Mortified,
Jess slinks to her room only to find a gift there – a new mobile phone...
