Celebrating ad excellence: Singapore National Day breakdown

It's almost time for Singapore's 59^th Birthday! As citizens don red clothes and discuss the best vantage point to watch the dazzling fireworks display, brands are also gearing up to flex their patriotic muscles through their special National Day 2024 campaigns.  

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These campaigns not only offer companies the chance to showcase their products or services but also enable them to contribute positively to the community and build lasting, meaningful connections beyond the celebration itself. In occasions like this with pride and excitement in plentiful supply, there are many creative paths a brand can take. Therein lies the risk of emotions overtaking the brand or vice versa. It's all about hitting the sweet spot and creating an ad that earns a place in Singaporeans' hearts and minds.

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As always, the stakes are high and so this year, we gathered experts from EyeSee APAC to comment on four ads from previous years. Based on their extensive ad testing experience, they provide insights on the dos and don'ts for this year's creatives.

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Let's see what we can learn from these examples.

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'We Will Get There' by Singapore Airlines 2023:
An uplifting serenade tying the brand with the hearts of Singapore

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This four-minute ad smartly leverages YouTube by presenting a song rather than a typical advertisement, enhancing its appeal. While there's a question of how strong brand recall will be if people only listen to the song, being on SIA's official channel helps mitigate this concern. SIA's annual campaign, featuring their cabin crew music group, is designed as a visual and auditory showcase. It will undoubtedly perform well on different platforms like Facebook, resonating emotionally with viewers.

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Here’s what our experts say:

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Xinyu Tok: "Singapore Airlines successfully taps into the classic ‘We Will Get There’ National Day Parade song, resulting in a solid brand builder that tugs at the heartstrings. Launched at a time when the nation is recovering from the COVID-19 pandemic, it highlights the people’s resilience and transitions into new possibilities ahead, delivering an emotionally engaging and empowering message. Brand assets are artfully incorporated, with the cabin crew starring throughout the film, creating a masterful linkage of the brand with heightened positive emotions." 

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Jenny Armshaw-Heak: Singapore Airlines’ ads are always hotly anticipated, and I do believe this one –as an ad and as a musical accompaniment to the day itself - will have gone down very well indeed with their core audience, providing an aesthetically pleasing feast (for the eyes and the ears). Casting the ad with staff as the star performers in song and dance moves  is of course a clever nod to the talent within the airline and their all-out dedication to delivering on the brand promise. The uplifting future-facing message is also one for the people, so integral to the founding story of the nation. I agree that it’s masterful in establishing common ground between brand and this special, annual moment for Singapore itself."

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'The Making of a 5G Nation' by Singtel 2022:
A technical showcase that needs more emotional dynamism

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Singtel, much like Singapore Airlines, had a bold idea but opted for a documentary format instead of a song. Despite being only one minute longer, this approach didn’t capture engagement as effectively. Here’s why: 

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Xinyu Tok: "Singtel’s 'The Making of a 5G Nation' showcases impressive technical expertise crucial to the Singapore National Day Parade. However, it struggles to connect with viewers. The documentary style, featuring staff interviews and past parade clips, lacks the emotional dynamism needed to hold attention."

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8.8 Ad - Shopee: Fun but with One Important Overlook 

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This upbeat and catchy song from Shopee is fun and perfectly on-brand. Its repetitive nature can actually be an advantage, as it can be easily segmented into shorter clips for various platforms. However, our experts noted the following: 

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Usha Rani Balakrishnan: ”The Shopee ad featured a catchy jingle that was quite appealing and will affect memorability, but its length and the choice of protagonists fell short in representing Singapore's rich multicultural society.”

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Xinyu Tok: "The Shopee 8.8 ad effectively raises awareness for Singapore’s National Day sales with its charming and memorable jingle. The catchy lyrics and dance steps create a fun and engaging experience, bolstered by online influencers Bert and Lulu, which enhances emotional connection with familiar fans. Shopee’s brand is well-represented with the dominant use of orange. However, the 48 seconds of repetitive content may challenge viewer retention. More critically, the predominant Chinese representation in the National Day campaign does not reflect Singapore’s multi-racial society and should be addressed to ensure inclusivity." 

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Refresh with Goodness - Yeo’s: Can Cringe Be a Creative Tool? Yeo’s Think It Can 

Although this ad targets a similar goal as Shopee’s, it takes a unique approach with its ironic humor. Jenny and Xinyu have differing views, yet they both agree that there’s room for better brand representation.

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Xinyu Tok: "Yeo’s ‘Refresh with Goodness’ attempts a creative twist on the National Day theme song. Influencer Annette Lee in a comical outfit against local background stills also catches attention. However, I find the shift from a soothing national anthem to a repetitive, Singlish-infused version to be jarring. The 'Yes We Can' lyrics evoke former U.S. President Barack Obama rather than Singapore’s National Day.  Without highlighting the sensorial aspects of Yeo’s products, it’s challenging to connect them to a refreshing drink experience that should inspire desire and drive purchases."

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Jenny Armshaw-Heak: I agree that this one is jarring, and I may not watch it more than once, but I appreciated its tongue & cheek, comedic approach. Poking fun at some stereotypical (and also comedic in themselves) takes on national pride got my attention for sure and then reducing it all down to the first Singlish word that all newbies here learn certainly jarred but was memorable and also satisfyingly simple. I would love to see the emotional pulse of the ad at that changeover moment."

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In conclusion 

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From Singapore Airlines’ emotionally charged musical approach to Shopee’s catchy yet repetitive jingle, Singtel’s ambitious documentary-style film, and Yeo’s ironic twist, each campaign provides valuable insights into the creative strategies and challenges of engaging viewers. The key takeaway for this year’s creatives is to find the right balance between emotional resonance and brand clarity, ensuring your message not only stands out but also builds a meaningful connection with the audience. If you’re uncertain whether your ads achieve this, the solution is straightforward: test your TVC for second-by-second emotional analysis or place them in replicated social media feeds to gain the insights you need.

Wishing all Singaporeans a very happy National Day 2024!  

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