This new TV ad is made for China’s national broadcaster CCTV. It’s a follow-up to its award-winning series of public service advertisements made by Saatchi & Saatchi.
‘A Silent World’ tells of the complex emotions that confront the parents of a hearing-impaired boy, from initial shock and anxiety upon diagnosis at the doctor’s office, to sadness as they begin to accept their son’s disability. When hope of communicating seems diminished, the boy finally manages to form his first words, and with them all of his father’s frustrations melt away into pure love, joy and a new confidence about overcoming life’s challenges.
According to Fan Ng, Chief Creative Officer at Saatchi & Saatchi Shanghai, renowned Taiwanese director Yang Ya-che was invited to direct the advertisement: “We gave thoughtful consideration to casting to ensure that viewers were provided an authentic and realistic view of the joys and challenges experienced by families of hearing-impaired children.”
Saatchi & Saatchi Shanghai
ECD: Ng Fan
GCD: Elaine Young
Senior Art Director: Zaren Zhu
Art Director: Guojing Yang, Wenzhang Chen
Copy: Cecily Yao
Head of TV Production: Ran Yin
Strategic Planner: Camden Chandler
Business Director: Twelve Tang
Associate Account Director: Christ Dai
Account Manager: Ada Liu