The brewery has also signed a multi-million dollar deal to be the official broadcast sponsor in Singapore for the World Cup, meaning its Tiger Beer spots appear during the free-to-air telecast on MediaCorp's Channel 8 and 5 as well as on pay-TV station SCV.
The spots also point out this is the first time the World Cup is being staged in the Asia-Pacific region.
It then goes on to make fun of the fact that this time around European soccer fans will have to endure late nights to watch the event because of the different time zones.
The commercials show a Spanish matador falling asleep in the bullring, an Italian businessman falling asleep in a cafe, an English soccer fan falling asleep on a bus, underlining the effect the World Cup has on football-mad fans all over the world.
It then cuts to some lively and boisterous Singaporean men at home watching the World Cup on TV and ends with the tagline "This World Cup time is on our side."
"The creative insight is that for years soccer fans in Asia have had to endure many late nights to watch the World Cup, said Cheuk Chiang, Leo Burnett regional account director. "You speak to any Singaporean and they will tell you they have had to come into work in the morning and run the risk of falling asleep at their desk because they have been up till 3am watching the World Cup, said Cheuk.
In addition to leveraging Tiger Beer's involvement with soccer, the client wanted to ensure that the campaign positioned Tiger Beer as a truly Asian brand and put it in a leadership position, added Cheuk.
Tiger Beer is the main sponsor of Singapore's local soccer competition - the S-League.
