Ad Nut
Jan 16, 2019

Singtel really likes revamping old songs

Selling Singtel Power in the same way you sold broadband? Meh.

Ad Nut would like to start by expressing praise for the troupe of actors involved in selling Singtel Power, the telco’s newest venture, in partnership with energy company Geneco. The slapstick acrobatics are objectively very impressive.

Beyond that, Ad Nut experienced déjà vu watching this latest effort from BBH, and not the unreal, wondrous kind. More like the kind Neo experiences in The Matrix, where it’s ominous and a precursor to bad things happening.

Taking a hit song, changing the words and making it about your product? Why Singtel, isn’t that exactly what you did with last year’s ‘Fuss Free Fibre’ campaign promoting broadband? That one Ad Nut admittedly enjoyed, to a point. There was a level of self-deprecation and knowing silliness that was welcome and fun.

Here, the gag is a single-trick pony: we’ve taken a hit song, changed the words and made it about our product. The lyrics aren’t really even catchy, it took Ad Nut a couple of watches to see where the changes had been shoe-horned in. The ad looks very good, but high production values are table stakes when you’re working for a giant telco.

Ad Nut recognises that this latest ad may be part of a theme, repositioning Singtel as a peppy, upbeat brand instead of a boring telco. That’s a laudable aim, and things began steadily with ‘Fuss Free Fibre’.

But this effort is less an earworm, more an earwig.

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'.

 

Related Articles

Just Published

1 day ago

An 'Inactivewear' line made for all your binge-watch...

A collaboration between streaming provider Binge and fashion retailer The Iconic, instigated by Thinkerbell, yields a 19-item line of luxury loungewear.

1 day ago

How Huawei is using local projects to try to ...

Localisation is Huawei's branding strategy for the year. Its 'Connect the North' project in Canada is one example of this.

1 day ago

Milo positions itself as a sports drink in Vietnam

The beverage brand seemingly takes a page from Nike in a campaign from Ogilvy Vietnam and Sweetshop director Noah Conopask.

1 day ago

Singapore’s top influencer investigated for racist ...

Wendy Cheng, aka Xiaxue, stands by her stance in a defensive blogpost, and one brand has already pulled a partnership with her.