#Advertising #Singapore #IconicCommercials #CulturalImpact
What makes a commercial transcend mere promotion and become a cultural phenomenon? The program On The Red Dot explores Singapore’s most iconic adverts, revisiting their impact and the creative minds behind them.
The Evolution of Singaporean Advertisements
In the early days, Singaporean commercials were largely imported from Hong Kong, Australia, the United Kingdom, and the United States, advertising everyday essentials. However, as locally produced ads emerged, they began shaping national identity and creating cultural touchstones.
According to Jeff Cheong, CEO of advertising agency DDB Singapore, the most memorable ads drew inspiration from real-life experiences. These commercials not only reflected societal trends but also influenced them, embedding themselves in Singaporean culture.
The Girls Everyone Noticed
After Singapore gained independence in 1965, television advertisements played a crucial role in defining its emerging identity. Among the most iconic was the Singapore Girl campaign, launched in 1972 by Singapore Airlines (SIA). Featuring flight attendants in elegant sarong kebayas, the ads became a symbol of the airline’s exceptional service and global appeal.
Lim Suet Kwee, a former stewardess, recalls how these ads inspired many young women to aspire to the role. SIA’s Chief Commercial Officer, Lee Lik Hsin, emphasizes how the Singapore Girl set the airline apart, embodying grace and hospitality.
Similarly, the POSB Girl campaign introduced the friendly face of banking in Singapore. Designed to build trust at a time when many Singaporeans were opening their first bank accounts, the campaign left a lasting impression. Former POSB employee Nora Kang fondly remembers a young boy who regularly deposited his savings, later revealed to be singer-songwriter Dick Lee.
Jaunty Jingles
With rising incomes in the 1980s, brands sought new ways to connect with consumers. Jingles became a powerful marketing tool, embedding brand messages into catchy tunes.
One such jingle was “It’s marvellous what Milo can do for you,” often paired with energetic sports scenes. The campaign positioned Milo as a household staple, especially among children. Actress Irene Ang recalls sneaking spoonfuls of Milo powder as a child, proving the brand’s deep-rooted influence.
KFC also leveraged the power of music with its jingle “Nothing Comes Close,” composed by jazz pianist Jeremy Monteiro in a post-disco style reminiscent of Giorgio Moroder. Monteiro, who has created around 700 jingles, notes that a great jingle is more than just music—it’s a strategic marketing message.
Pizza Hut, too, made its mark by weaving its delivery number into a memorable tune. Musician Benjamin Kheng praises the ingenuity of the jingle, as it mimicked the sound of a phone keypad, reinforcing brand recall.
Iconic Taglines
In the competitive telecommunications industry, strong taglines helped companies stand out. One of the most famous came from M1’s 2007 advert featuring an Indian restaurant owner receiving an international call. His spontaneous reaction, “Mumbai da, India!” became an instant catchphrase, widely recreated on YouTube.
Director Yee Chang Kang explains that the advert’s humor was rooted in authenticity rather than slapstick, making it relatable. Similarly, Ikea’s 2003 gangster-themed ad, featuring actor Chua Enlai, became a hit due to its blend of humor and relatability. The phrase “Wo zhen de bu zhi dao” (I really don’t know) delivered in an exaggerated manner turned into a widely used expression, reinforcing Ikea’s brand in a uniquely local way.
The Grandparent Connection
Many brands successfully connected with Singaporeans by embracing local culture and family values. McDonald’s 1991 advert A Day in Singapore focused on the bond between a grandmother and her mischievous grandson. The depiction of a traditional grandmother enjoying a McDonald’s meal resonated deeply with audiences.
Similarly, the 2021 government campaign promoting COVID-19 vaccination effectively engaged seniors through dialects. Featuring getai celebrities Wang Lei, Marcus Chin, and Liu Ling Ling, the campaign used the phrase “Vaccinate already?” in Chinese dialects, making it both informative and entertaining. The campaign even went viral on TikTok, with children mimicking the catchy phrase despite not speaking dialect themselves.
These campaigns illustrate how advertisements can go beyond selling products to becoming cultural touchstones. The Icons That Made Us series celebrates these defining moments in Singapore’s advertising history, showcasing the power of storytelling in shaping national identity.
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