Touching commercials celebrate local heroes who make Singapore home
They are the food vendors who define our childhood.
The vegetable stall owner who knows every customer by name.
And the barber who’s pretty much the only guy allowed to touch your father’s head of hair.
These are among 12 homegrown heroes being celebrated for local telco StarHub's National Day campaign this year.
The stars of the heartlands — like Malay barber Adris Haji Osnam of Hj Osnam Barber & Gift Shop, Victor Chia of Chia's Vegetables Supply, and Kok Liang of Lee Yit Huat Trading — will be featured in 15–second advertisements, which will be aired over 49 StarHub TV channels from 2-31 August.
This initiative by StarHub aims to celebrate those who make Singapore home for all of us — StarHub says it wishes to give back to the community and empower homegrown businesses.
"Home-grown businesses are special because only they can deliver a local flavour that truly connects with Singaporeans," says StarHub’s chief marketing officer, Jeannie Ong. "They are a reflection of our culture and represent our heritage handed down with pride through the generations.”
When asked how much this initiative costs, a StarHub representative replied, "It is a sum StarHub regards as well spent to help fellow homegrown businesses."
Of course, the younger generation of Singaporeans are not left out. From Books Actually, which holds local Singaporean book collections, to Depression, a local fashion start-up, the campaign aims to create awareness of the country’s local brands. As a representative from Depression states, "Singapore culture is so dynamic and unique. But we've never really been known for our fashion or creativity. We hope that through our commercial, people will see that our fashion scene is well and truly alive.”
Check out some of the commercials below:
