Once again this year, Covid is preventing a lot of people from spending time together with their family during the holidays – especially when they are in another country. That means missing out on mom’s home cooking.
Prudential Singapore has launched a clever new Chinese New Year campaign that taps celebrity chef Ivan Yeo to recreate a customer’s mom’s signature dishes in lieu of eating the savory meal back at home in Malaysia.
For the campaign, done in collaboration with MullenLowe Singapore, Prudential virtually reunites Alice (Hui Shui), a Malaysian expat living in Singapore with her Singaporean husband and their newborn child, with her mother and father in Malaysia who haven’t physically met their grandson due to COVID travel restrictions.
The video call takes place over a meal cooked by Chef Ivan that tries to replicate mom’s recipe. Nice.
“It is such a pleasure to work with a brand that cares enough for human relationships that it would prioritize bringing actual people together instead of just talking about it, especially in a time when connections are frayed and fraught with uncertainty,” said Daniel Kee, Executive Creative Director, MullenLowe Singapore.
Goh Theng Kiat, Chief Customer Officer, Prudential Singapore added: “Relationships are an important area to focus on as we look to live well for longer, especially during challenging times. We’re glad to be a part of this heartwarming moment for Alice and her family during this festive period, and to help her reconnect with her loved ones in a meaningful way.”