PRIVATE VIEW: Francis Wee, executive creative director of BBDO Singapore

With Satelindo comes yet another boring telco ad. 'Freedom to be you' is a generic benefit/promise that has been used in fashion, insurance and financial products. Do I really need a pre- and post-paid card from Satelindo to have the freedom to be me? Not really. It's getting harder to find product differentiation in this category. Though it might be a 'me too' product, it doesn't mean you have to create a 'me too' campaign.