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Anthony Chen fronts beer ad

Commercial tells how director struggled in his career before Ilo Ilo success

Published on May 21, 2014 6:13 PM
Anthony Chen (above) on acting in the ad. -- PHOTO: TIGER BEER

When you are well spoken, good-looking and hailed as a national hero of sorts, it is only natural that many companies would jump at the opportunity to sign you as the face of their commercial campaigns.

But Anthony Chen, the acclaimed director of the award-winning Ilo Ilo (2013), has agreed to only one commercial engagement so far.

In Tiger Beer's latest campaign Uncage, set to launch worldwide today, he is featured in a minute-long commercial which tells the story of how he struggled in his career to become the celebrated film-maker he is today.

After turning down other commercial offers, "mostly for luxury brands", he accepted this offer because he "agrees with the campaign's vision".

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Background story

"Let's just say I prefer sitting in the director's chair. But it wasn't too difficult."

Anthony Chen on acting in the ad