Ad Nut
Jul 15, 2016

Clever creatures make excellent financial advisors

From Singapore: 'What's your plan' for MCI (Ministry of Communications and Information) by DDB Group Singapore

This campaign encouraging smart financial planning for Singaporeans includes a series of interactive videos, each highlighting the intelligence and good sense of animal-kind. Hares, bird, hermit crabs and (yes!) squirrels each get their chance to shine, and each video features an interactive choice at the end, which leads to two different 'endings'. 

Ad Nut has of course chosen to feature 'Saving is nut difficult', the clip that stars a pair of charismatic squirrels (above), and commends the client and agency for choosing to highlight the virtuousness and family values of these wise and noble woodland creatures. Ad Nut could quibble about the use of humans in squirrel suits, as opposed to actual squirrels, but supposes that any kind of progress should be praised. The human actors are all celebrities of one degree or another in Singapore, so Ad Nut begrudgingly admits the strategy makes sense.

The other three examples appear below. In each case, you have to make your choice at the end to see the two different conclusions, or you can access a playlist that cycles through all 12 videos.

They're all cute, and they make the potentially dry subject fun. Moreover, we all know how truly awful government-made videos can be, so these should really be celebrated.

Ad Nut's only complaint is that one has to move awfully quickly when choosing between the two different endings. A few more seconds for mousing and considering would have been nice.

That said, Ad Nut hereby bestows extra points for the punny titles.

Curiously, this is the second campaign in about a month by a Singapore agency to employ an Attenborough-esque voiceover.


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