This is the first piece of work we've seen by DigitasLBi since Shangri-La Hotels and Resorts appointed the agency as its global AOR. It tries to draw guests to the refurbished Hotel Jen Tanglin in Singapore.
In a press release, DigitasLBi describes the launch ad as a "film" that "invites guests to be part of the new concept, making the hotel a platform for a new generation" of people who apparently engage in activities such as cycling vertically on walls, combing mohawk hairstyles and spraying 'OK-lah' graffitti. Ad Nut is calling the ad what it is—an ad.
That said, Ad Nut likes that Hotel Jen is trying to set itself apart as the new 'ideas hotel', a catalyst and incubation space for creative thinking. Perhaps Ad Nut will book a staycation now.
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