As the festive spirit of the new year is in the air, Singaporean brands engage in a yearly ritual of their own: crafting advertisements that don’t just sell but tell stories. These narratives are carefully designed, deploying archetypes from the Caregiver to the Hero, aiming to mirror the aspirations and values of their audience while navigating the line between tradition and modernity. These advertisements also serve as emotional barometers. They are crafted to tap into the nation's pulse, aiming to evoke feelings of nostalgia, unity, and optimism. By examining these advertisements, we uncover the nuanced strategies brands employ to connect with Singaporeans at a time when emotions run high and family ties are celebrated.

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