Leading up to any big holiday, we are used to seeing companies run ads featuring family and friends gathering to celebrate. When Singtel, a telecom company in Singapore, ran a Chinese New Year's ad that captured today's alternate reality, according to trendwatching.com, the ad outdrew those of competitors and scored nine million views on Facebook. Singtel's ad recognized how distance and busy, professional careers separate and sadden both parents and their "children" nowadays. The company captured this emotional longing to get together by showing the conversations, when plans to share the holiday were canceled. Greeting card companies also have a knack for helping family and friends share holidays, birthdays, sympathy and other emotions across the miles.
In Singapore, Singtel found half of the population spent less than 36 hours each week with family members. I suspect that seems like a lot of time to empty nesters and young professionals alike. No advertiser wants to blatantly call, "Hey, you lonely people out there, do this," but, if you closely consider commercials, you'll see some ads show a satisfying life setting when someone is by themselves and others show the benefit of making an effort to get out to meet up with family and friends. Have a piece of candy; plan a party.
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