Think Family Funeral in Singapore

The Ministry of Community Development, Youth and Sports (MCYS) in Singapore has launched “Funeral”, a touching television commercial which which looks at relationships in a different light, through a woman at her husband’s funeral.

Jo Kukathas plays Mrs Lee in Think Family Funeral commercial

Mrs Lee (played by playwright, director and actress Jo Kukathas) speaks at the funeral of her husband. Snoring and farting become the talking points for living with one anothers imperfections. The commercial provides subtle support for multiracial relationships and family bonding, thanks to the craft of Malaysian film director Yasmin Ahmad. Ahmad, known for her award-winning Malasyian televison commercials for Petronas, has just released her full feature film Talentime. The commercial is available with subtitles in Chinese, Malay and Tamil at the ThinkFamily YouTube channel.

Click on the image below to play the video in YouTube

“Funeral” follows on from the success of “Family”, a television commercial which won the Singapore Viewers’ Choice 2008, promoting the importance and value of family bonding.

Click on the image below to play the video in YouTube


“Funeral” was developed at Leo Burnett Singapore by chief executive officer Tan Kien Eng, creative director Chris Chiu, managing director Kurt Viertel, chief strategy officer Saurabh Varma, account director Margaret Leong, account executive Lee Min Qi, account manager Claire Chan.

Filming was shot by director Yasmin Ahmad via Dragonsgate Studio, Singapore.

  • nora

    dude the ads are awesome. brought tears to my eyes!

  • Nick Cocks

    I can’t imagine a tougher brief in 2009 or a more unexpected solution. Brilliant!

  • Jennifer Lim

    Wow! Brillant ad. It should win ad of any year! Well done to the creative team and excellent acting.

  • Brilliant ad, very local, engaging!

  • Herbie Ellison

    Very touching because of the reality imparted and something that should leave a meaningful impression on anyone with the slightest amount of feeling for what it is like to have / has had a spouse and even more so if you’re a single parent !

  • Dharish

    I’m proud of our late Yasmin Ahmad, Malaysian film director who touched many hearts with her amazing advertisements. RIP & we love you !

  • labo
  • Labo the article at Pitchmarketing should be read in tandem with the response by Yasmin, the director, in the comments.