Ad Nut
Oct 16, 2015

Starhub goes with gritty approach (literally) to promote tennis finals

From Singapore: 'The power to be', for Starhub by DDB Group Singapore

Starhub goes with gritty approach (literally) to promote tennis finals

This spot for Starhub's coverage of the Women's Tennis Association Finals in Singapore (starting on 25 October) runs about as far as you can get from crisp tennis whites and manicured grass. Instead we see athletes lifting weights in abandoned factories, pushing ruined old tyres across barren landscapes and literally crawling through mud.

The spot sets the action against the classic song Que Sera Sera, a tune about accepting fate, creating a nice tension that's resolved by two lines of text at the end: "The future is not ours to's ours to create."

The ad will run on Starhub's pay TV network, YouTube and Facebook as well as Golden Village cinemas. 

Ad Nut is feeling fired up and ready to crawl through some mud, dramatically!


Chief Marketing Officer: Howie Lau
AVP (Brand & Marketing Communications): Oliver Chong
Manager: Alex Chan

DDB Group Singapore
Chief Creative Officer: Neil Johnson
Group Executive Creative Director: Joji Jacob
Managing Director: Rowena Bhagchandani
Creative Directors: Khalid Osman, Lester Lee
Creative Group Head/Copywriter: Paolo Agulto
Art Director: Marvin Liang
Copywriter: Sarah Chan
Account Director: Jonathan Lim, Vivien Foo
Senior Account Executive: Ho Jiewei
Producer: Deborah Chia
Traffic: Suet Ling Chan, Celeste Kuek

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