Is your SG60 brand film a one-hit wonder?

Singapore’s 60th birthday has sparked a wave of emotionally charged brand films, and not just from the usual private sector suspects.

This year, government-linked organisations have taken the lead, tapping into national nostalgia with polished storytelling, cinematic flair, and heartstring-pulling narratives.

The Agency for Integrated Care (AIC) rolled out a one-minute film celebrating the life of seniors in Singapore, while the Ministry of Culture, Community and Youth (MCCY) brought cultures together, literally, through a heartwarming campaign blending visual art and heritage cuisine.

Meanwhile, the National Council of Social Service (NCSS) aimed straight for the feels with a film anchored by the soaring lyrics of “A million dreams”, painting a picture of an inclusive, caring society.

Don't miss: SG60 campaign launches celebrating Singapore's nation-building journey

But for all the emotional payoff, a question lingers: Can these SG60 brand films really be more than just symbolic gestures? Would they drive real world behavioural change?

Paul Soon, CEO of Mullen Lowe Singapore and China added that in Singapore’s context, SG60 films provide a rare moment of high cultural attention — one where emotional receptivity is already elevated. For brands that have consistently invested in brand building, SG60 presents an amplification opportunity, but for those showing up for the first time it comes with a sense of responsibility.

“You can’t simply parachute in with sentiment and expect a profound impact,” he said, implying that consistent brand building is key.

He added that when done right brand building and tactical sales don’t need to compete. SG60 campaigns can be the emotional core, while tactical levers — such as events, digital activations, and community tie-ins — orbit around that to drive interaction and measurable uplift.

“The best work makes the long and short connect, turning national pride into meaningful brand engagement,” he shared.

Shufen Goh, co-founder of R3 and president of Asia Pacific at MediaSense, further elaborated that the campaigns created during this period is not just to move product, but rather to move people. But having the campaigns amidst a sea of feel good content comes with its challenges. She said:

The biggest risk for any advertiser this year is drowning in the sea of ‘feel good’ sameness and not having the courage to question if these films actually elicit any emotions with the audience.

This requires much more effort than what’s currently being served, she added. To stand out, Goh believes these ads need to dig deeper creatively and culturally.

“Think more Squid Game in concept and activation,” she said, a pointed call for originality in a year where many films risk blurring into one another.

Farrokh Madon, chief creative officer at Pirate, echoed a similar concern. “All the current films I have seen so far swim in a sea of sameness,” he said. “Putting it mildly, they are extremely clichéd. None of them feel any different to the type of films trotted out over the last few decades.”

Nice video, now what?

Beyond the creative, there’s a more strategic question: What is the actual business case for these brand films?

Madon argues that while National Day presents a great moment for emotional connection, a one-off campaign isn’t enough. He added: 

The best brands create an emotional connection with people… just a one-off film on National Day is not going to do that.

From a performance lens, SG60 films aren’t designed for immediate returns. “SG60 brand films will not drive immediate business results,” Madon said. “They are meant to build brand love, which the brand will benefit from over time.”

If short-term results are the goal, he said, brands would be better off with smart, tactical activations that still tap into the SG60 moment. But even long-term efforts require structure.

“If a brand is sincere about aligning itself with themes of nation building and benefitting Singaporeans, it could be a year-long campaign,” he suggested, one that launches on National Day but lives on across multiple touchpoints.

Brands must earn the right to participate in national conversations — and that requires more than a logo, a jingle, or a tactical discount, added on Soon. To deliver both emotion and business outcomes, brands need to:

• Embed themselves meaningfully in the communities they serve, not just during anniversaries, but year-round.
• Move from “celebrating Singapore” to co-creating with Singaporeans — giving voice to local stories, dialects, and lived truths.
• Pair sentiment with substance — for example, combining a heartfelt film with on-the-ground initiatives, partnerships with local creators, or platforms that invite participation.

“Singaporeans are discerning. We can spot when a brand is parachuting in with feel-good optics. The brands that win hearts — and mindshare — are those that show up with consistency, conviction, and cultural respect,” he added.

In short, emotional resonance and real outcomes aren’t mutually exclusive, but they demand more than a patriotic voiceover and a soft piano track. They demand sustained storytelling, strategic intent, and above all, the courage to do something different.

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