“Extended Love”: MCI Singapore and Gov.sg Unveil Heartwarming Chinese New Year Film
MullenLowe Singapore, in collaboration with acclaimed director Royston Tan, presents a poignant Chinese New Year film, “Extended Love.” This 3-minute cinematic masterpiece commissioned by the Ministry of Communications and Information (MCI) explores the themes of family, community, and evolving traditions during the festive season.
A Tale of Unity and Resilience
The film follows a young Singaporean woman residing overseas who returns for Chinese New Year. Intent on persuading her grandmother to join her abroad, she uncovers a heartening revelation. Her grandmother, proprietor of a ‘cai png’ (mixed rice) stall, has initiated a unique tradition—a ‘cai png’ reunion dinner at the local coffee shop, uniting neighbors. In this revelation, the essence of family extends beyond blood ties to encompass the warmth of community bonds.
Collaborative Endeavors for a Shared Future
CEO of MullenLowe Singapore, Paul Soon, expresses delight in collaborating with Royston Tan on “Extended Love.” The film acknowledges Singapore’s evolving diversity in celebrating key festivities, emphasizing enduring values such as resilience, unity, and inclusiveness—core to the Forward Singapore initiative. The narrative serves as a reminder of the fundamental importance of being present for one another.
Director Royston Tan shares insights, stating, “’Extended Love’ explores notions of family and community, showcasing how extending warmth to those around us fosters a joyful reunion. Through this film, we aim to spotlight the beauty and strength of robust community ties, encouraging Singaporeans to embrace new and meaningful ways of celebrating festive occasions.”
Captivating Audiences Nationwide
“Extended Love” is now available on Gov.sg’s social media channels and can be experienced on Free-To-Air Television, Ch 8 and Ch U, from February 2, 2024, to February 25, 2024. This heartwarming narrative serves as a testament to the power of unity, resilience, and the evolving tapestry of Singaporean traditions.
Closing Remarks: A Celebration of Shared Values
As ‘Extended Love’ unfolds on screens, it weaves a narrative that transcends borders and generations, celebrating the core values that define Singaporean identity. MCI Singapore and Gov.sg, through this thoughtful collaboration with MullenLowe Singapore, invite audiences to reflect on the richness of community bonds during festive seasons and embrace the spirit of togetherness.
