Title | MOTHER'S LOVE |
Brand | ASSOCIATION FOR BREAST FEEDING ADVOCACY SINGAPORE |
Product / Service | BABY FRIENDLY HEALTH ORGANISATION SINGAPORE |
Category | A16. Public Service, Charity & Fund Raising |
Entrant | JWT SINGAPORE, SINGAPORE |
Entrant Company | JWT SINGAPORE, SINGAPORE |
Advertising Agency | JWT SINGAPORE, SINGAPORE |
Production Company | BERT LIGHTING HOUSE Singapore, SINGAPORE |
Name | Position |
---|---|
Valerie Cheng | Chief Creative Officer |
Parixit Bhattacharya | Creative Director |
Kaushik Iyer/Parixit Bhattacharya | Copywriter |
Diana Tang/Alan Leong | Art Director |
Deborah Chia | Agency Producer |
Hema Michell/Hinoti Joshi | Account Supervisor |
Bert Tan | Producer |
Bertrand Lee | Director |
Jamie Marcelo | Editor |
Fuse Adventures In Audio Pte Ltd | Sound Design/Arrangement |
J Walter Thompson Singapore Pte Ltd/Chameleon | Post Production |
Lee Chang Hui | Cameraman |
Lee Chang Hui | Lighting |
Lee Chang Hui | Cinematographer |
Lee Chang Hui | Director Of Photography |
J Walter Thompson Singapore Pte Ltd/Chameleon | Editing Company |
Media Agency: Phd Singapore | Other Credits |
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.