The Land Transport Authority (LTA) and The Secret Little Agency has partnered with renowned Singaporean filmmaker Jack Neo for its final installment of a three-part series of films – a collaboration aimed at revolutionising Electric Vehicle (EV) awareness in Singapore. This partnership marks a significant milestone in utilizing the power of cinema to boost public understanding and readiness for EV adoption in the country.
While awareness of electric vehicles is high amongst Singaporeans, the campaign – launched December last year – seeks to educate Singaporeans around the ready infrastructure supporting the adoption of electric vehicles that exists today and into the near future through the use of cinematic films. The three films utilises storytelling in surprising ways, playing on typical genre tropes familiar to all movie-lovers to land tactical messaging on the nation’s electric future.
The first film touched on the longevity of a full charge of an average electric vehicle through an action-packed film; and the second used a Romeo/Juliet-esque romance musical to bring to life the ease and convenience of switching to an EV through comprehensive charging infrastructure networks across the country.
The third and final installment, starring iconic Singaporean actor Henry Thia, is aimed at sharing the electrification of public transportation driving environmental benefits. The heart wrenching drama follows Ah Hui on his journey to keep his promise to his departed love, to live more sustainably, culminating in his realisation that sustainable transportation is readily available through our buses.
The decision to collaborate with Jack Neo, one of Singapore’s most celebrated filmmakers, was a strategic one. Leveraging Neo’s unparalleled ability to connect with Singaporeans through his unique brand of humor and storytelling, the final film lands the message that all generations are already experiencing Singapore in it’s EV readiness with the electrification of bus fleets; all Singaporeans, not just vehicle drivers, have a part to play in driving our switch to electric initiatives forward.
“We wanted this final iteration to speak to the hearts of Singaporeans, young and old. Neo’s brand of storytelling, brings a fun, familiar, deeply resonant twist to our series. We saw the opportunity to bridge the knowledge gaps between generations, through highlighting the diverse ways in which Singaporeans of all ages contribute, shape, and experience Singapore’s EV-future, as past of the collective action towards a sustainable future,” said Nicholas Ye & Mavis Neo, Co-Chief Creative Officers at The Secret Little Agency.
