Developed by retainer agency Mandate, the new initiative has broken on local TV channels and will extend to include print, outdoor and cinema over the next two months. According to Mandate CD Paul Hume, the spots demonstrate the army's transformation to a 'third generation' force.
"The Singapore army is one of the few armies in the world that has this kind of sophistication," said Hume. "We proposed this because it became apparent that it has this technology and it's a unique thing to tell that story. It transforms the view of the army."
Hume added that while the campaign is not a recruitment drive, "by inference, we're also suggesting the army looks very cool".
While previous TV ads have demonstrated a 'green' look, the new spots shift to brown and ochre, with Mandate roping in LA's Asylum Visual Effects for post-production and CGI, and Australia's Music Design Systems for the soundtrack.
"The technology is new and the story is new so I wanted it to look more sophisticated in terms of cinematography," added Hume. "We had a very short timeframe and I don't believe we could have done it in that time in Asia given the special effects."