Ad Nut
Jan 10, 2018

How do you sell fibre broadband? With power ballads, obviously

Singtel’s latest campaign taps into '80s nostalgia with a funny, and passable, Bon Jovi cover.

Everyone knows we all need reliable, fast internet connections these days. It’s such a given that getting people excited about it is pretty tricky.

But Singtel, together with the creative bods at BBH, has done its best to make broadband appealing by using '80s rock to promote its end-to-end fibre installation service. ‘Fuss Free Fibre’ will eventually be three adverts with the same theme: a classic '80s ballad craftily re-written with Singtel-related lyrics.

This is by no means a new trope, but the thing with good ideas is that if they’re done well, they don’t have to be new. Ad Nut was suitably impressed with the similarity to Jon Bon Jovi’s voice the ‘singer’ achieves, and the lyrics are firmly self-aware of their silliness in a way that brought a smile to Ad Nut’s whiskers.

Award-winning? No. But adept at taking a fairly boring concept that is now a hygiene factor for consumers rather than a selling point and making it pleasantly entertaining? Yes.  

Credits

BBH
Joakim Borgström, executive creative director
Janson Choo & Khairul Mondzi, creative directors
James Sowden, head of planning
Amanda Lim, account planner
Sylvia Pelzer, business director
Manavi Sharma, account director
Shu Li Tan, senior account executive
Daphne Ng, executive producer 

Production Company: The Prosecution Film Company
Post Production: KRAFTW5RKZ
Audio House: Fuse Adventures in Audio

Ad NutAd 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. Check out Ad Nut's Advertising Hall of Fame.

 

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