Cannes Lions
DDB SINGAPORE, Singapore / MANULIFE / 2020
Overview
Entries
Credits
Execution
As soon as the film begins, Asian Chinese audiences would quickly recognise the family’s dynamics. It’s typical Asian – the main character, a strong and stoic father, perfectly fits the mould of head of the family: stern towards his daughter, but soft and respectful towards his elderly mother.
The song that plays is a classic among our audience – a Chinese dialect song widely-recognised as an anthem that celebrates the fighting spirit, foreshadowing the unforeseen test ahead for the father.
They are at a gravesite for “Tomb Sweeping Day”, a traditional ceremony where Asian Chinese visit graves of their elders to pay respects, and reflect on the values they have passed on to them.
The father’s stubbornness to stand despite suffering from Stroke tugs heartstrings because Asian Chinese viewers understand the tragedy of not being able to fulfil your filial duties, despite having an unbreakable fighting spirit to do so.
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