Alaska Milk Offers the World a Can of Kindness
It鈥檚 2020, and we are waking up to a world that grows ever more divisive. Racial, political, identity and class wars are being fought in the streets and in the comment sections. All it takes is a different point of view, held fiercely enough, to incite a Twitter brawl.
It seems that the spirit of the age is resentment, fear and hate. 鈥淲e鈥re taught to hate by the world around us,鈥 says political commentator Sally Kohn, in a TED Talk.
It鈥檚 in this climate that a truth rings stronger than ever: the world needs love. Love in the form of small kindnesses, that attempts to understand; love that dares to stand up to a hostile world.
This is the kind of love that鈥檚 at work in Alaska Milk鈥檚 latest film, 鈥楲ataphone.鈥 Produced by MullenLowe Philippines, this beautifully directed spot tells the story of a lonely man, an insistent child and the improvised string-and-can phone that connects and changes them.
"We've realised that now more than ever, we need to add love, not hate. Alaska Milk has always believed that food and cooking is one of the easiest ways to do that," says Harvey Uong, managing director for Alaska. "Even a simple bowl of sopas can make a profound difference in someone's life."
The film has garnered millions of views and 10K shares in its first few days of posting on Alaska's online channels.
