Singapore Airlines launches new push via TBWA Singapore that shows the lengths they go to
September 5 2013, 8:53 am | | 8 Comments
TBWA Singapore has launched this week a major new Singapore Airlines campaign titled ‘The Lengths We Go To’.
The campaign, shot by John S Park through SixToes TV and Apple Box Asia, comprises three films that feature vision of searching for familiar flavours, selecting the softest leather and finding films you love.
Credits
Creative Director – Mel du toit
Art Director – Reggie Ocampo
Copywriter – James Holman
Head of Strategy – Robin Nayak
Group Account Director – Dawn Lee
Group Account Director – Serene Koh
Production Companies: SixToes TV and Apple Box Asia:
Director – John S Park
Executive Producer – Haydn Evans
Senior Producer – Sariyanti Sannie
Music – Song Zu
8 Comments
nicely shot, idea is so artificial though.
LOL… if I had a nickel for every time this script was presented by bateys to sia and turned down….
Looks like it made it through this time. Well done, and nicely shot.
Dont know why they keep touting it as a departure from the Singapore Girl though.
It still remains about the girl but with the great lengths idea attached.
Hi Mabel Lee, isn’t Jasmine tea from the flower and not from those terraced tea plantation?
This is actually pretty decent for SQ
Well I think they are beautiful pieces of film. John Park is an amazing Asian treasure and it’s great that he agreed to work with SIA and the agency. Very envious as I think he’s such a hunk.
That’s what happens when you send a stewardess to buy tea instead of a proper buyer.
Pu Er:
The process to make jasmine tea is a long one and requires several steps. It starts with harvesting the tea leaves and storing them in a special room with controlled humidity. Then the blossoms of jasmine flowers are brought in and the two are stored together for several hours before being separated again. Typically this happens at night since that’s when the flowers bloom. This process infuses the scent of the jasmine into the tea and is sometimes repeated 7 or 8 times depending on the quality of the tea.
JJ,
Yeah, one can easily learn about Jasmine Tea (http://en.wikipedia.org/wiki/Jasmine_tea) but then as shown in the TVC, those are clearly not Jasmine Tea, as mentioned by Mabel. Yeah sure, it’s OK to show any type of tea in the commercial, it’s perfectly fine to show the extend of the SQ girl going to Yunnan (or wherever) to learn and source for the finest tea.
But for a marketing manager bullshitting in ‘the making’, it’s absolutely wrong for her not checking the facts.