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Tiger Beer – Boldness Finds A Way (The Golden Son)

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A new campaign for Tiger beer has arrived to celebrate the start of this year’s English Premier League, which recently began its thirtieth season.

The new 60-second spot, created by Publicis Singapore and directed by Felipe Mansur through Alice Filmes Sao Paulo, is called Boldness Finds a Way (The Golden Son) and features Spurs forward and Tiger brand ambassador, Son Heung-Min.

The spot celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s Golden Boot after scoring 23 goals in a single Premier League season. The Golden Son tells Son’s story of defying all challenges and builds on Tiger's year-long Year of Your Tiger platform, which launched at the break of the Lunar New Year and aims to inspire people to dream big in the Year of the Tiger.

“Football is a huge passion point in Asia, with over one billion fans," said Cyril Louis, Executive Creative Director at Publicis Groupe. "Son’s story transcends football – we think the boldness of his journey will inspire everyone about what it takes to be on a world stage. Working with Son to share his story has been an absolute honour.”

“As a child, I dreamed of playing for a top European football club, and I am so happy to be able to achieve more than I thought in the Year of the Tiger," said Son. "I’m proud to be partnering with Tiger Beer once again to remind everyone to stay true to their dreams and keep going, no matter what.”

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