In the age-old battle of breast milk vs. infant formula for a new born, Singaporean mothers lean towards infant formula. This is partly because given their hectic lifestyles and eating habits, they feel that their milk might not have all the nutrients their baby requires (which is false). But largely, it is due to the lobbying that formula companies partake in. A tin of milk formula is usually part of the ‘welcome kit' given to mothers in private hospitals when they come for delivery. In fact, when a baby is born in a hospital, the nurse takes it away so the mother can rest, and often its first meal is from a tin of formula. A new mother is vulnerable, and largely depends on her support system (doctors, family members, friends) for advice. But often, most of this advise is in favour of infant formula.

This commercial is an attempt to fight the battle on an emotional front; because facts are disputable, emotions are not.