Were you puzzled by what the man said?
The message becomes clear when you finish watching the whole commercial, which by the way is 30 seconds short.
The first time I watched it, I was puzzled and that caught my attention to continue watching.
Why?
My vague memory told me that I've read somewhere about some people born with sexual organs of both sexes. I've just googled it and are called hermaphrodites.
The other thought I have is that the people in the commercial are families of those suffering from this disease. And that is the message the advertisement is trying to communicate. After all, NTUC Insurance has been trying to do things a little different.
They probably wanted to create the kind of emotional stress that family members of people with illnesses are going through and the best way you can do is to lighten their load by getting yourself covered.
Although it's only 30 seconds short, it is enough to cause confusion in viewers.
Two days ago, a lady wrote in to the papers questioning how could a man suffers from ovarian cancer. The papers did explain the real meaning behind the ad.
But just think about it.
You got only a split second to bring your message across to your target customers. If they are not going to watch the whole advertisement, how will they know what message you are delivering? Do you run an advertisement with the assumption that your prospects are going to sit through it?
While the first statement by the man came as a shock, but anyone who really thinks about it would be able to guess that he must be talking about his family member. The people in the ad look like they are real cases. Judging from the red teary eyes of the last lady, it looks like it. However, would there be anyone willing to go on national TV in a commercial to tell the whole country how much they've suffered because someone at home is sick? My guess that it's the last thing I ever want them to find out. Unless they have a greater calling or purpose, which they could do it through other means instead of helping an insurance company to promote its services.
If the first statement is made to capture viewers attention, the ad has successfully done that if I'm concerned. The interesting question is that how many more just turn away?
For me, watching three persons talking about their family members illness is bloody boring. There's no story. Worse, I don't feel anything. Where's the love, the anxiety, the stress, the helplessness, the fear of losing loved ones someday.
Now watch this (click here).
I'm not shy to say that I cried every time I watch it.
I'm not mute. I'm not a father. But can you feel the unselfish love the father has for his daughter sending her to school and cooking her dinner? The daughter's inferiority complex and hatred for herself when she was made fun of in school? Her rage when she got into a fight? His hopes for her? His frustration that he cannot be like any other father when he flew into a rage at his stall? His worry that she will go astray? His fear of losing her when he found her unconscious? His willingness to give up everything for her at the hospital?
That's what touches me. Is it the same for you?