Ad Nut
Sep 23, 2019

Dull, Boring and Bland: SIA and STB launch travel-film series

THE WORK: 'Unexpected journeys' for Singapore Airlines and the Singapore Tourism Board by TBWA Singapore.

Singapore Airlines and the Singapore Tourism Board, along with the agency they both work with, TBWA Singapore, have launched a global campaign in which a Singapore-based comedian travels to destinations that are Boring, Bland and Dull. Literally. 'Unexpected journeys' stars Rishi Budhrani, who travels to towns by those names in the UK, Australia and US, respectively. As the trailer above explains, he also brings people back from those destinations to show them how much fun Singapore can be.

The campaign launches globally this week in markets including the US, UK, Australia and New Zealand. It will run for three months across YouTube and Facebook. Here's the three 20-minute films on YouTube: DullBoring, Bland.

Ad Nut finds two things particularly interesting here:

  1. That the campaign ever so gently addresses one of the prime complaints people tend to lob at Singapore.
  2. That the films will show the SIA in-flight experience and that the trailer makes reference to Crazy Rich Asians; failing to sign on for product placement in that film is widely seen as a huge missed opportunity for Singapore Airlines.


Agency: TBWA\Singapore
Managing Partner: Mandy Wong
Group Brand Director: Char-Maine Tan
Brand Director: Cheryl Wee, Goh Siow Yune
Brand Executive: Hannah Leow
Strategy Director: Tammi Seng
Executive Creative Director: Gary Steele, Hagan de Villiers
Creative Director: AS Anam, Justine Lee, Jennie Morris, Greg Wood
Senior Art Director: Germaine Chen, Weicong Chong
Copywriter: Justine Lee
Head of Content: Leigh Arbon
Production House: AIRBAG
Managing Partner: Adrian Bosich
Executive Producer: Sariyanti Sannie (Sixtoes TV), Martin Box (AIRBAG)
Production Manager: Zahid Zameer (Sixtoes TV)
Director: Craig Melville
Producer: David Curry
Host: Rishi Budhrani
DOP: Jan Reichle
Editors: Dylan Behan & Gabe Dowrick
Sound Design: Keith Thomas

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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