Ad Review: Singapore Airlines takes the familiar route

The iconic Singapore Airlines girl is there and so are the exotic visuals from around the world, however, the airline’s latest ad leaves a sense of déjà vu.

e4m by Shubhangi Mehta
Published: Feb 10, 2011 7:18 AM  | 2 min read
Ad Review: Singapore Airlines takes the familiar route

After a five-year interval, Singapore Airlines has rolled out its latest television commercial in India. Filmed in four cities in the world, including Jaisalmer in Rajasthan, the ad reflects the essence of the Airlines’ Asian hospitality and warmth through the iconic Singapore Girl.

Client: Singapore Airlines
Brand: Singapore Airlines
Agency: TBWA
Medium: Television

The Brief:
Launched on international channels on February 3, 2011, the new TVC depicts the mindset of Indians and their keen desire to experience the world’s multi-cultural landscape.

Commenting on the new TV campaign, Toh Giam Ming, General Manager India, Singapore Airlines, said, “Our endeavour is to reinforce Singapore Airlines’ world-class service standards and seamless global connectivity. The Singapore Girl epitomises the Airlines’ heritage and has always played an integral part in all our communication campaigns. With this new commercial, we aim to reinforce our forte – outstanding inflight service that sets us apart from other carriers.”

The Execution:
Conceptualised by TBWA, the commercial showcases the Airlines’ global connectivity athwart a network of destinations, symbolised through the Singapore Girl. The commercial is currently airing on the BBC and National Geographic channels and will shortly hit the airwaves on national channels as well.

The Final Product:
The campaign is based on capturing special moments shared by the Singapore Girl with local residents as she journeys through the multi-ethnic flair of San Francisco, the out of the ordinary ethnicity of Jaisalmer, the quixotic modish of Paris and the bucolic charisma of Wu Zhen in China.

Xpert Comment:
Giving his views on the commercial, Nilesh Vaidya, Executive Creative Director, Euro RSCG, said, “Cute girl, good direction, great post-production. But this film did absolutely nothing for me. Airline advertising has moved on a bit since the time the Singapore Girl became an icon, but it doesn’t look like she has. When your competition includes really memorable campaigns like Emirates’ ‘Keep Discovering’, being sweet and helpful just isn’t enough.”

Our Take:
The campaign retains the basic essence of Singapore Airlines through the iconic Singapore Girl. The transition from one part of the world to another is strikingly good, yet it seems to be a very regular TVC with nothing exceptional about it.

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