S'pore Airlines ad gets the better of King Kong

<p>SINGAPORE: Singapore Airlines is promoting its revamped in-flight </p><p>entertainment service Kris World using a global ad campaign by Batey Ads </p><p>resembling the Hollywood classic King Kong. </p><p><BR><BR> </p><p>Special effects were used so the black and white commercial shows the </p><p>'Singapore girl' dwarfing a gorilla that has caused havoc through the </p><p>city. </p><p><BR><BR> </p><p>The TVC is supplemented by print and outdoor ads which look like classic </p><p>movie posters. </p><p><BR><BR> </p><p>"The ads are a bit of fun, and they had to be, because we're marketing </p><p>an entertainment service", said Robert Kay, brand communications </p><p>director at Batey Ads. </p><p><BR><BR> </p><p>"The TVC integrates the Singapore girl into a strong product message in </p><p>a natural and engaging way". </p><p><BR><BR> </p><p>He said the campaign focused on TV because of its broad reach: "Kris </p><p>World is available in every class so you're talking to the broadest </p><p>possible audience", he added. </p><p><BR><BR> </p><p>The Kris World entertainment offering now has 50 movies and 100 music </p><p>CDs on demand, plus new multi-player games from Nintendo. </p><p><BR><BR> </p><p>The campaign team comprised of creative directors Gary Tranter and Gary </p><p>Caulfield, producer Serene Chiu, group account director Digby Richards, </p><p>brand communications director Robert Kay and account director Angelique </p><p>Tan. </p><p><BR><BR> </p>

by | 06/08/2001