Singtel's attempt to reimagine LNY traditions misses the mark

Singtel has launched its 2025 Chinese New Year film, Once Upon a CNY.

The lighthearted campaign combines humour and innovation, spotlighting how AI can integrate into daily life to enhance traditional celebrations. The film centres on Mei, a busy wife and mother, who grapples with the overwhelming demands of preparing for the family’s Chinese New Year reunion.

Her chaotic reality is met with a surprising twist: The accidental intervention of an AI assistant. This interaction propels Mei into an alternate reality where smart technology simplifies her household tasks—from managing a smart fridge to operating a robot vacuum. Inspired by this vision, she adopts these tools in her real life, enabling a smooth and enjoyable festive season with her family.

The narrative pays homage to the Hollywood hit Everything Everywhere All at Once, with Mei lamenting her inability to be “everything everywhere all at once” during a particularly frazzled moment. 

Lian Pek, Singtel’s vice president of group strategic communications and brand, explains, “The burnt-out mom is both universal and relatable, which is why we chose her to demonstrate the very real benefits of deploying best-in-class connectivity and technology at home.”

The campaign also extends beyond entertainment to offer a tangible call to action. Singtel recently announced a free one-year subscription to Perplexity Pro, an AI-powered search service, making advanced technology more accessible to consumers. The AI assistant in the film also serves as a tongue-in-cheek representation of Perplexity’s capabilities.

Once Upon a CNY is the latest chapter in Singtel’s series of festive films that explore the themes of family, connection, and tradition. Past campaigns, including A Date With Spring and Don’t Worry, Be Hoppy!. Produced in collaboration with Akanga Films, the campaign will run across Singtel TV and social media channels from January 17 to February 12.

Campaign's take: While the film is humorous and captures the flurry of Chinese New Year preparations in a relatable and light-hearted way, it's disappointing to see traditional gender roles so prominently reiterated. It’s an unfortunate reality that in many households, mothers often take on the bulk of the festive workload.

However, the portrayal of a stressed and overwhelmed mother relying solely on technology—virtual assistants, smart fridges, drones, and other gadgets—for the support she needs feels disheartening. What’s particularly striking is the lack of involvement from her family members, who seem to stand by passively while she struggles to ensure everyone else has a good time. While this dynamic might resonate with some audiences, it reinforces harmful stereotypes and detracts from the core spirit of Chinese New Year—a celebration rooted in family, shared joy, and togetherness.

It’s disheartening to see Singtel miss the mark here, especially given their typically astute storytelling, like last year’s heartfelt film about supporting older-generation skaters. Though this year's nod to Everything Everywhere All at Once is a fun and creative touch, it leaves a bittersweet impression.

Rather than positioning technology as a crutch for women to bear societal pressures alone, the campaign could have taken a more forward-thinking approach that emphasises shared responsibility within the family. Imagine a story where everyone plays a role in preparing for the celebration, supported by AI that simplifies tasks and makes collaboration easier. Such a narrative wouldn’t just reflect the essence of Chinese New Year but also champion a progressive message about equity and teamwork, showing how technology can truly enhance lives by empowering everyone equally. That would be a real win.