Average Joe Makes It Through Chinese New Year in Cheeky Short Film

Caltex Singapore has launched its latest Chinese New Year short film, 'Lucky Break', around touching family reunion by juxtapositioning it with the reality of what really happens in real life. This campaign is run by Wavemaker for digital content and media.

The short film centres around an average Joe, Han Chin Peng, and his POV as he goes through the dreaded first day of Chinese New Year through his dead-pan humour that Singaporeans can relate with. Portraying close to heart examples like being interrogated by his relatives about job and girlfriend, the video shows how his accumulated frustration of feeling inferior and unlucky eventually turns around when he cracked open Caltex’s fortune cookies and won the top prize.

While Chinese New Year is a wonderful time for families to reconnect and celebrate, the reunion also comes the reality that every Singaporeans can relate to – the feeling of being unintentionally attacked by family and relatives.

Launched over the weekend, this short film is part of the content-focused integrated marketing campaign to support the retail promotion at Caltex Singapore that gives out a sure-win Fortune cookie for a chance to win $1,000 travel voucher, $88 shopping vouchers, $88 Grocery vouchers and $88 Caltex StarCash with every $60 of fuel pumped with Plus! Card at Caltex stations. The campaign also includes strategic OOH placements and radio which will run through to 13th February 2019.

Abraham Lee, brand specialist, Chevron Singapore remarked: “We’re always looking to create memorable moments to surprise and delight our loyal customers; and Chinese New Year couldn’t be a better occasion to ease the pain points of our customers. This year we’re, once again, bringing back our Caltex Fortune Cookies, and we hope that this will fuel that extra joy for our customers when they visit our stations.”

“Caltex has a reputation for curating awesome experiences for its customers, and as their agency partner, we’re excited to be working with a like-minded brand to create meaningful content that entertains, connects and inspires people. As consumers, we’ve grown accustomed to run-of-the-mill emotional branded ads that are often a by-product of the Chinese New Year season, so this year we wanted to do something different, and tell a story about the relatable quirky, and often humorous, realities centred around CNY that are not often talked about,” said Aaron Kobes, social and content director, Wavemaker Singapore.