After all the hype, it’s hard not to feel a bit let down by the new work for Singapore Airlines, the first from TBWA since it took over the account this summer.
In fairness, no one expected anything radically different to what Batey had been producing for the airline in recent years. And sure, writing off creative work so soon into a new relationship is harsh.
In fairness, no one expected anything radically different to what Batey had been producing for the airline in recent years. And sure, writing off creative work so soon into a new relationship is harsh.
And let’s not forget this is an airline. Not the most creative of categories. BBH has struggled to impress with its “upgrade to BA” work for British Airways since winning the business in 2005.
Nevertheless, industry pundits are wondering what is the point of the toil of the SIA review if the result is more of the same?
One print ad featuring the Singapore girl stooped over a caucasian man evokes a strong sense of déjà vu. All that is different is the row of double windows that are unique to SIA’s new fleet of A380s.
“The campaign makes a mockery of Disruption (TBWA’s creative mantra),” says a creative director at a rival agency. “What a glorious opportunity wasted. It’s not as if the launch of the world’s first double decker jumbo is not a great story to tell.”
The campaign’s architect Graham Kelly, TBWA Singapore’s ECD, admits that the work is not revolutionary, but says it’s naïve to expect major surgery on the advertising of a global brand.
“We didn’t want to make a clean break with the past. These are product-focused ads which are a bridge between previous work and a thematic campaign to come later this year - which won’t feature the product at all.”
Disruption is being deployed in subtler ways, he adds. The TV spot for the A380 launch is directed by Icelandic duo Arni & Kinski, who cut their teeth making music videos while director of photography, Christopher Doyle is the preferred choice of Wong Kar-wai.
These are bold moves for SIA to sanction, concedes one source familiar with the client.TBWA’s big problem is that the same marketers who worked with Batey for so long are still approving the work.
“I feel really sorry for TBWA,” he says. “It’s a great agency that isn’t being allowed to show what it can do. Perhaps when Eng Huang (Cheng, SIA’s EVP of marketing) retires at the end of the year, the agency will get its chance.”
Observers point out that while the creative has been a disappointment, the media (by MEC) has proved more “disruptive”.
In Sydney, where the A380 completed its virgin flight, The Sydney Morning Herald carried a four-page cover wrap ad — plus a front page story on the plane’s arrival.
The news then took on a life of its own when the paper’s journalists protested over what they saw as a breach of editorial independence.
Less fortunate, however, was the appearance of ads for Emirates’ own new fleet of A380s in the same magazines as SIA’s A380 work.
Even so, MEC has done a solid job for SIA. Which is why sources believe the airline will not review its media ties in 2008, even though MEC’s contract expires in March.
Meanwhile another Singaporean client not known for exciting advertising is about to start anew. But will SingTel be bolder with a new agency after Y&R walked away from its 19-year tenure?
“Y&R’s SingTel work has been hardworking but mediocre,” says a source. “But it’s not impossible to break clients like SingTel out of their ruts. All it takes is a few good people with the will to push good work through, that is right by the brand, to start a virtuous circle.”
