Crafting a New Legacy in Singapore’s Heart
In an era where traditions are continuously redefined, a collaborative effort between MullenLowe Singapore and the esteemed director Royston Tan brings forth “Extended Love”, a film that captures the resilient and united essence of Singapore. Commissioned by the Ministry of Communications and Information (MCI), this narrative is not merely a story but a reflection of the unyielding spirit of inclusivity and unity that characterizes the nation.
Unraveling the Story of “Extended Love”
Amidst the vibrant celebrations of Chinese New Year, “Extended Love” shares the journey of a young Singaporean woman from overseas, aiming to convince her grandmother to relocate abroad with her family. The plot beautifully shifts as she discovers her grandmother’s innovative tradition. Operating a ‘cai png’ (mixed rice) stall, her grandmother has fostered a unique reunion dinner tradition, extending an invitation to neighbors at the coffee shop, thus knitting a tight-knit community fabric enriched with celebration and togetherness.
The Visionaries’ Perspectives
MullenLowe Singapore’s CEO, Paul Soon, shared his excitement about the collaboration: “We are delighted to collaborate with Royston to produce the film ‘Extended Love’ this Chinese New Year. In this short film, we recognise that Singapore is becoming more diverse in terms of aspirations and preferences, even in celebrating our key festivities, but that what makes us Singaporean — resilience, unitedness, inclusiveness — remain the same. This mirrors the values of the Forward Singapore exercise as we build our shared future. We hope this heartwarming story can remind Singaporeans of what’s truly important — being present for each other.”
Director Royston Tan elaborated on the film’s deeper meaning: “The film explores our notions of family and community, and how ‘extending’ the warmth of a meal to those around us can make for a joyful reunion. Through the film, we want to highlight the beauty and strength of strong community ties, while encouraging Singaporeans to come together to celebrate the festive occasion in new and meaningful ways.”
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Discovering “Extended Love”
“Extended Love” has premiered across Gov.sg social media channels and is broadcasted on Free-To-Air Television, Channels 8 and U, from February 2 through February 25, 2023. This film not only displays the creative prowess of its makers but also stands as a symbol of unity and tradition amidst changing times.
As viewers from Singapore and beyond watch “Extended Love”, they are encouraged to ponder the deep connections that define community and tradition, embracing the universal message of unity and compassion that lies at the heart of the Chinese New Year festivities.
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