Grab Singapore has apologised after a new promotional series formatted like popular Chinese microdramas raised concerns over personal boundaries and passenger safety in the city state.
Titled I Fell In Love With My Grab Driver, the video campaign stars local actress-model Regina Lim as Emily, a widow stretched thin by the demands of her children and mother.
The campaign’s trailer, released on Friday, shows Emily meeting Grab driver Henry – played by Singaporean actor-singer Glenn Yong – when he picks her up as she is running errands. After the car hits a bump, Henry stops to check on her, causing Emily to realise he is not the middle-aged “uncle” she expected. He then begins popping up throughout her daily routine: delivering food to her door, catching her mid-fall K-drama style, and rescuing her from an abusive boss. The campaign’s tagline asks: “What if your Grab driver becomes the love of your life?”
Six of the planned 12 episodes were published on Grab Singapore’s official YouTube account before the backlash intensified. It is unclear whether the tech giant will release the remaining episodes.
I Fell In Love with My Grab Driver Trailer | A micro-drama series by Grab
Reactions on social media were swift and divided. Some users praised the brand’s creative direction as innovative, saying they “can’t wait” for the release. “Finally, a fun ad! We need this,” one said.