TV ad: M1: Run That Extra Mile

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Dentsu Singapore launches a rebranding campaign as part of the M1 telecommunications company refresh. The ‘Be’ campaign, an ode to eight unique Singaporeans who embrace their individuality, following their own paths and passions. The campaign celebrates diversity with authentic stories of each individual’s distinctiveness and demonstrates M1’s belief in empowering customers to be their best, unique and authentic selves, supported by a brand that fits every need. From a rocker grandma who decided to pick up the guitar at 60 years old, a 17-year-old Teochew opera artiste keeping the tradition alive, to a migrant worker who found a new life as an icon of the Singapore National Cricket Team. The film is released along with eight individual profile stories and will run across multiple channels, including radio, social media, and OOH.