paying back
By Pat Law • Sep 20th, 2009 • Category: The Advertising SlutI was caught off-guard by this latest television commercial from OCBC, promoting its Mobile Banking services. Personally, I get the jist of it – money transfer on the go, but surely there is a better way to present this?
Let’s recap the script:
Life was hard growing up
Mum had to work two jobs
But she always made sure I had money for school
And I’ve always knew that one day, I will pay her back
I’m glad that I’ve been able to keep my promise
Every month I give her an allowance
Even when I’m not at home
I’m trying my best to give the brand the benefit of the doubt here and assume that when they mentioned “every month”, they don’t mean that the son is permanently away and hence giving monthly payments, and that it is ok to be a self-centred career-minded person preoccupied with his career in another country to not need to be physically in the same country to care for a 70-something-years-old mother.
I’m disturbed by the fact that when the son said “I will pay her back”, he appeared to mean it literally only. Forgive me for being Chinese here, but when I say I pay back, it goes beyond just monetary returns. As much as I’d like to think I’m valuable, I don’t think my mother conceived me to be that of an investment fund. Considering the sacrifices she has made over the years for me, I’d reckon an investment fund would cost her a lot less – she doesn’t need to give up part of her freedom or her time just so as to watch an investment fund mature.
I don’t know about you, but I definitely don’t want any of my teenage nephews and nieces viewing this television commercial to end up thinking that “paying back” means prompt money transfer on a monthly basis. Is this really a television commercial conceived by an Asian brand?
Just to contrast, let’s compare the television commercial to one directed by the late Yasmin Ahmad for Petronas, on family piety.
What do you think? What does “paying back” mean to you?
wow that second ad made me tear. *sniff* thanks for sharing.
as for the question, perhaps we can see it from the other side? Perhaps he was just away for a business trip or something, and then he wanted to make sure that he still gives her the allowance?
Though I agree “paying back” doesn’t mean only in monetary form.
My point exactly! That Petronas ad was what I thought in contrast while viewing the OCBC ad. They really got it wrong this time.
I miss Yasmin Ahmad
Clearly it’s a dramatization of the harsh realities of the Father Mother Scholarship. You know, the scholarship with a bond you have to _pay back_ for life.
Let me guess……. the creative director who called the shots for this is not Asian. Clearly, the Asian values OCBC are known for were disregarded. Should have kept with Batey’s.
I saw this ad last night and my immediate thoughts were “wow, nice one son, you bugger off to some foreign country and live it up while your poor mother, who busted her ass to put you there, gets $1k every month”.
“homely” commerials are very in nowadays. even ntuc are doing them. but i guess some of them tries a little too hard to bring in the homeliness and in turn made things worst!
I think if paying back means what the first video means then I would rather not have a child, I did rather enjoy my youth even though it means being alone, so what difference does it makes if after all one has done for their offsprings to be left alone at an older age when one actually needs the company of their love ones. I like how you pointed out the details and share your opinion. Thanks for bringing up such topics Pat. Its a good wake up call for some I must say.