Here we have two brands, McDonald's and Apple Fox Cider, that both used the new year to launch fresh Singapore campaigns. Each is trying to demonstrate its understanding of and affinity for the city. But beyond that, they appear to come from different universes.
Since McDonald's is celebrating its 40th year in Singapore, it's kicking off a year-long campaign with a beautifully shot, cinematic work focusing on the brand's steadfast place in people's lives. The film, by DDB, may not be surprising, but for an established brand trying to emphasise that it's "part of the city's social fabric" and a "home away from home" (as a media release puts it), that's the point.
Apple Fox Cider, from Asia Pacific Breweries, is new to the market. Because the brand needs to punch into people's consciousness, the work by DenkiTenki (production arm of independent creative agency UltraSuperNew) is an all-out ploy for instant cred. So meta. Very bright. Much self-aware. It's chock full of young influencers and knowing references to 2018 memes. The approach is risky—today's famously cynical young folk are as likely to reject the brand for trying too hard as they are to appreciate the effort—but it's the kind of risk necessary for a new brand. For the record, the film doesn't have many views as of yet.
It would be silly for Ad Nut to pick a winner in a case like this. Better to simply appreciate two brands that understand their position and two agencies that are deploying their mastery of the craft in ways that are appropriate to achieving the brands' aims. That may not seem like much to ask for, but of course we all know how badly things can go awry.
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