LOVE: We watched this video 17 times today. It's that adorable.

Tan Hong Ming is in love.

And this is no boyhood crush, this isn’t mere ‘like’. Oh no, no, no. THIS is the real deal.

The object of his affections is a fellow classmate. She is very pretty and has a pony tail. Well, fair enough then.

Take a look (make sure you watch right till the end):

WARNING: This video may damage your vocal chords due to the extreme volume at which it will make you go “awww!”

The Star online reports:

Tan Hong Ming in Love is about a primary school student declaring that he secretly likes his best friend Umi Kazrina and wants to take her out on a date. He doesn’t want to ask her out because he says he is shy and that everybody will laugh at him.

Cue: collective heart-warming at the look of surprise and happiness on Tan Hong Ming’s face.

The creator of the advertisement says that Tan Hong Ming in Love (which was created to promote the message “Children are colour blind, let’s keep them that way) is her favourite commercial.

“I love this whole series because it is so candid and real. Most of my commercials are planned, scripted, crafted and directed but this series is so meaningful as none of it was rehearsed and we didn’t prompt the children for answers… Their answers came honestly. Our children are so innocent and their answers so pure, it’s a reminder to us that we should be like them, without prejudice, without judgement.”