Cannes Lions
DDB, Singapore / BREAST CANCER ASSOCIATION / 2022
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“Ahead of Time” is a story of a mum who holds nothing back in readying her young son for his future. With what seems like an Asian Tiger Mum approach, she teaches him about everything from household chores and dressing up, to dining etiquette and operating a car. These lessons are clearly not meant for someone his age; Mum is way ahead of time. As the story progresses, we realise we’ve misunderstood Mum – she’s pushing him because she’s racing against time with breast cancer. She's afraid he won't be ready for a future without her. This unexpected twist reveals her protective, relentless motherly love.
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