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5 Awesome Singaporean Commercials That Can Motivate All Budding Marketers

There’s something about Singaporean commercials that keeps us glued to our TV sets. While some hardly make sense, others exemplify why commercials are a great way to connect potential consumers with brands. Singapore has seen some amazing commercials over the years and hence, we feel it’s our responsibility to treat you to some of those adverts.

So, here are 5 awesome Singaporean commercials that demonstrate what it takes to form a connection with your potential audience through a 30 or 60-second spot.

1. National Family Council: Filial Piety

This commercial by the National Family Council paints a rather poignant picture of something that can be commonly seen in Singaporean society.

The ad unveils a story of illness, unconditional love, and filial piety and serves as a strong reminder for us to love and cherish our families regardless of the situation. The cherry on the cake is the message displayed at the end i.e.; “how one generation loves, the next generation learns.”

No, no, I am not crying, something just got into my eye!

2. National Council on Problem Gambling: Kick the Habit

This commercial by NCPG Singapore serves as a stark warning to everyone engaging in gambling and the devastating consequences that it could lead to.

The commercial shows a young boy telling his friends that his father had bet all his savings on Germany in the 2014 FIFA World Cup. However, contrary to everyone’s expectations, Germany not only managed to do well in the tournament but also lifted the cup.

Fortunately, this quick save by NCPG prevented the commercial from entering the hall of marketing fails. Also, it drove home the addictive nature of gambling.

3. Ministry of Education: The Story of Glenn Lim

A good teacher can greatly influence their children and this commercial bear ample testimony to that.

This commercial by the Ministry of Education tugs at your heartstrings and brings forth the story of every kid who’s fallen through the cracks but managed to get their lives back on track and achieve great things, mainly because of their teachers.

I suddenly feel a sense of gratitude towards my school teachers after watching this ad, it’s a different matter altogether that I spent half of my classes outside the classroom as they used to throw me out because of my mischiefs!

4. RSAF & You: Limitless Together

The Republic of Singapore Air Force (RSAF) came up with this 2018 commercial that turned out to become the 9th most-watched Youtube ad in the APAC region in October 2018.

The commercial features a split-screen that showcases the contrasting lifestyle of ordinary Singaporeans and RSAF personnel. A scene change occurs every 2-3 seconds, which helps the ad secure both the audience’s attention and interest. The eye-catching shots of the RSAF in action, when combined with a fist-pumping soundtrack, make the commercial both exciting and fulfilling.

5. Mentos: National Night

This Mentos Singapore ad isn’t particularly memorable or popular. In fact, I only chanced upon it while doing research for this article. But boy, this ad is innovative!

It’s worth mentioning how creatively Mentos encourages Singaporeans to make babies and increase the island’s shrinking population. Also, the disclaimer, “only financially secure adults in stable, committed, long-term relationships should participate” are the wisest words that I’ve heard in a long time.

Wrapping Up

So, these were the ads that we believe deserve a place in the hallowed hall of Singapore advertising fame. Singaporean ads have a penchant for focusing on some of the most important societal issues and these 5 commercials serve as a good example of the same.

We’ll be back with more awesome commercials for you. Till then, stay tuned!


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