In response, some praised the message, some called for parents to also play their part, some mentioned teachers they know who had done similar things. One way or another, the commercial started an important conversation about learning, in a society infamous for its unhealthy obsession with grades. It even caught the attention of international media like Mashable, Quartz and BBC, who asked: "Can an ad change the way Singaporeans think about education?"
Credits:
Creative Director: Khalid Osman, Lester Lee
Art Director: Marcus Lim, Sid Lim
Copywriter(s): Michael Chin
Production: Zhaowei Films