2012 Results

CAT 20 - Radio Advertising (RA)

BRONZE

Leo Burnett Group Singapore (SINGAPORE)

APEX Clubs of Singapore, "Somebody RC60s"20-01144-RA
 

Agency (city): Leo Burnett Group Singapore

Creative Director(s): Chris Chiu

Copywriter(s): Sheila Dela Cuesta/Mike Dela Cuesta

Art Director(s): Mike Dela Cuesta

Production Company (& City): The Gunnery Singapore

Short explanation

Today, one in 12 Singaporeans are 65 or older; by 2030, this will become one in five. This age group has more than a higher rate of homeless and poor, the depressed, and the desperately sick. Some of them are abandoned by their families. And this is why Apex calls for volunteers and assistance to support the elderly in the different communities within Singapore.

Transcript

STORY:
Narrator recounts how a man’s identity changes across time and eventually loses it when he grows old.

ANNCR:
Francis Lee is 75 years old today 75 years ago he was…

YOUNG MOM:
Francis, my dearest baby boy!

ANNCR:
60 years ago he became…

SCHOOL HEAD:
Mr. Francis Lee, Class Valedictorian!

ANNCR:
50 years ago he became…

LAW FIRM BOSS:
Attorney Francis Lee, gentlemen, our new partner.

ANNCR:
45 years ago he became…

WIFE:
Frankie, Honey, I vow to love you forever.

ANNCR:
40 years ago he became…

SON:
Daddy! I’ve got a star in math!

ANNCR:
10 years ago he became…

GRANDCHILD:
Grandpa, we’ll visit next week!

ANNCR:
5 years ago he became…

NURSING HOME
STAFF:
Stupid old man in ward 4! Peed in his bed again!

ANNCR:
The elderly lose more than their youth.
They lose their dignity.
Let us remember to honour them and help ensure that they live the rest of their lives with dignity.
Because one day, we will all grow old too.

Reach out to the elderly.
Visit www.apex.org.sg

Description

Today, one in 12 Singaporeans are 65 or older; by 2030, this will become one in five. This age group has more than a higher rate of homeless and poor, the depressed, and the desperately sick. Some of them are abandoned by their families. And this is why Apex calls for volunteers and assistance to support the elderly in the different communities within Singapore.