9th August marked the 58th National Day for Singapore. But as much as I was excited about the amazing marketing opportunities that this historical day would have to offer, I was disappointed at not too many brands coming up with impressive National Day ad campaigns. Thankfully, the Singaporean Ministry of Defence saved the day for us!
Singapore National Day, which is celebrated every year to commemorate the country’s independence from Malaysia in 1965, also consists of a parade incorporating contingents of the Singapore Armed Forces, which have played a critical role in safeguarding Singapore’s borders as well as national interests. As such, they have truly emerged as a vital institution in the day-to-day functioning of the state machinery, and we deserve every bit of our gratitude.
So, here are five awesome commercials from the Singaporean Ministry of Defence that will directly appeal to the patriot inside you.
1. Singapore Navy: Defending Our Everyday (2013)
This Singapore Navy commercial from almost a decade ago takes us down memory lane and very well highlights the mission of the Singapore Navy in defending its waters.
Instead of using generic footage of the Navy staff, the advert showcases the personal experiences of four Navy personnel and the responsibilities that they carry out in their jobs. What I particularly liked about this commercial was how it ended with a glimpse of each person’s personal life from being greeted by their family upon returning home to enjoying time with their friends and family.
All in all, it was a good attempt at conveying reasons and purposes for making a career in Singapore Navy and what it is like.
2. Singapore Air Force: Our Home, Above All (2018)
Singapore Air Force released an amazing commercial to mark the 50th anniversary of the Republic of Singapore Air Force (RSAF) in 2018.
The most striking thing about the commercial was how it ran in split screen with each screen showcasing the personal and professional lives of the RSAF personnel. The elements in both screens complemented each other seamlessly in their transitions to ensure that they don’t look messy and disjointed. The entire video aptly juxtaposed the military and civilian lives of the RSAF personnel and showcased how both lives could be integrated together.
3. Singapore Army: Seeking Female Warriors (2020)
This catchy recruitment commercial by the Singapore Army was particularly aimed at increasing women's participation in the army and boosting female recruitment.
The commercial features female army officer CPT Eastina Tan and demonstrates that her professionalism and ruggedness are at par with any other soldier in the army. She also narrates and shares her story, which made the ad more relatable to women. This also served as a message to everyone that women are just as capable as their male counterparts and that a career in the army would go a long way in empowering them even more.
4. Singapore Navy: It's Not Crazy. It's the Navy (2021)
The importance of a powerful slogan can’t be overstated and this impressive commercial by the Singapore Navy proves that beyond doubt. The commercial titled “It's Not Crazy. It's the Navy”, captures the essence of one’s friends and family’s reaction when they learn about your plans to enlist in the Navy.
The ad begins with a scene where a young lady is seen arguing with a man, who is probably her father, about her decision to join the Navy. The ad then transits to the various challenges that the Navy personnel undertake to carry out their day-to-day responsibilities, from waking up before the entire world does to swimming miles after miles in the sea. And the reason for doing this? Safeguarding Singapore’s territorial integrity in the water! And that’s what makes all the sacrifices absolutely worth it.
The commercial ends with the young lady defiantly walking off with her unshaken resolve to join the Navy. Her tenacity, grit, and undying spirit even leave her father smiling.
5. Singapore Air Force: Find Your AboveAll (2022)
Here’s another gem from the Singapore Air Force, consisting of some of the most breathtaking cinematography that you’d see.
The commercial moves away from the ‘feel-good’ and lighthearted concept of RSAF’s past ad campaigns and heads into a more action-packed direction. Throughout the ad, we come across scenes of RSAF personnel engaging in various operations. Also, we get to see some cool RSAF equipment. Combined with adrenaline-pumping music and narration, the ad highlights the RSAF’s indomitable spirit, which underscores the RSAF’s slogan- above all!
Wrapping Up
Singapore National Day, just like every year, has been a major success this year too. And the Singapore Armed Forces (SAF) have played a critical role in attaining that success ever since this it began to be celebrated. SAF has stepped up its marketing game by several notches to tap into the creativity and ingenuity for the development of fresh angles and concepts. And we could only hope for our esteemed forces to continue inspiring us with more such wonderful ad campaigns.