Really trendy these days are several-minute long advertisements masquerading as short films with a deeper social purpose and meaning.

The latest to tug at your heartstrings to make a one-liner point to achieve viral success is, Ripple, a four-minute short tale about how there is karma in this world when you pay it forward.

It is brought to you by careandshare.sg, a movement led by Community Chest and SG50 and supported by over 200 voluntary welfare organisations.

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In June 2014, a 10-minute video The Promise, about a father and his son and their umbrella was paid for by PFP Associates, a authorised representative of insurance company AIA, who treated everyone to some of their advertising at the end of the film.

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