SERENA ONG YI QING (G1)- IMC INDIVIDUAL PROJECT
Advertisement Title: Right by Every Generation
Link of Advertisement: https://www.youtube.com/watch?v=rHkHmRMCn34
1. Insight
Even though every generation disapproves of the one that follows, the values which we base
our actions upon are ultimately not that different. We should not be too quick to judge other
generations, because we have more things in common than we think.
2. Creative Idea
The ad begins with millennials nowadays expressing themselves through dyed hair and selfiesviewed as ‘self-obsessed’ and ‘entitled’ by previous generations. Next, different generations
are shown expressing themselves in their own ways during their younger days. The narrator
reveals that every generation is actually upholding the exact same values.
3. Evaluation
I liked this ad. As a millennial myself, I could resonate deeply with the core message of the
advertisement. It is a fact that millennials are generally viewed in a more negative light by past
generations in our Asian society. Such truths are unfortunately taboo topics that are rarely
talked about in Singapore. United Overseas Bank (UOB) made a bold move to touch on this
message by bringing in the typical and conventional perspective of millennials at the beginning
of the advertisement. This entices those who agree with this particular perspective to keep
watching until they get to the witty statement posed at the end. Each sentence of this
advertisement was thought-provoking and emotionally appealing. A few words and visuals had
the ability to powerfully transform my perspective on my own generation. How much more
would this advertisement change the perspective of other generation from the millennial
generations.