In addition, an online campaign on MSN Messenger and Friendster is running to appeal to the target audienc eof young adult males.
Out-of-home media at MRT stations and buses nationwide are also airing the spots.
Paul Tan, senior brand director, Saatchis, said: “We wanted to communicate that a career with the Singapore Navy is an interesting and exciting one as well as showcasing the Navy as being modern and world-class in terms of technology.”
Out-of-home media at MRT stations and buses nationwide are also airing the spots.
Paul Tan, senior brand director, Saatchis, said: “We wanted to communicate that a career with the Singapore Navy is an interesting and exciting one as well as showcasing the Navy as being modern and world-class in terms of technology.”
In the commercials, buildings that are part of a scenic city landscape uproot and race toward an ocean battlefield to combat enemy counterparts.
Everyday office items are transformed into weapons as copiers open fire from the windows and chairs swirl around like helicopters.
As the battle rages on, the spots then ends with the scene revealed as nothing more than a figment of a young executive’s daydream.
The tag reads ‘Stop dreaming. Be somebody.’
“In keeping with the Navy’s style, which has elements of intelligence and humour, we wanted to bring alive its positioning line - ‘Be somebody’ - in a manner that’s memorable and clearly differentiated from other uniformed organisation,” Tan added.
“The visuals also offered new animation styles that have not been used by the country’s other uniformed groups - namely, the Army and Air Force, which also advertise heavily to recruit.
Saatchis moved to boost its interactive capability last week when it hired Nathan Hackstock and Simon Lazenby as digital creative director and digital business director, respectively.
The agency is going through a transition following the departure of executive creative director Jagdish Ramakrishnan last summer, after 10 years with the agency.
