Cannes Lions

BROADCASTING STATION

SAATCHI & SAATCHI, Shanghai / CCTV / 2013

Case Film
Case Film

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Overview

Description

With the One-Child Policy in effect for 25 years now, up to 70% of China's population of over-60s are living as ‘empty-nesters’. This number will rise to 90% by 2030. Urging each family's Only Child to spend time with their aging parents has become more important than ever, especially during the holidays. With this in mind, we chose ‘xiao’, or filial piety, as our theme for our Chinese New Year campaign.

‘Father’s Lie’ is based on a true story of one of these older ‘empty-nesters’. It follows the phone conversation between a father and his son, in which the father’s seemingly light-hearted responses belie the tragic truth of his and his wife’s abandonment. It holds up a mirror to the viewer’s own familial relationships in hopes of encouraging people back to their home towns to spend time with their parents before it’s too late.

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