Two Ads I Like And One I Don’t – Alyson Ho

Alyson is a strategist at Landor in Singapore

The telco race has become more intense than ever. Everyone is offering unlimited data, free upgrades, zero contracts, kitchen sinks and more. All of which enables today’s data-dependent generation to enjoy never-ending scrolling and streaming.

After service provider Circles.Life changed Singapore’s telco game by introducing their unlimited data plan, local incumbents have stepped up their game to offer similar benefits, with new packages and of course, new promotional materials.

With so much noise out there, I thought I’d talk a look at what stands out and what triggers the coveted decision to switch.

Two Ads I Like

Hello Change | StarHub

People are sick of the hidden costs, restrictions, and overall inefficiency of telcos – and are not afraid to talk about it. Starhub’s “Hello Change” campaign shows they are not afraid to acknowledge this negativity and are determined to revolutionize the way people perceive and interact with the telco industry.

Bold statements and quirky visuals bring a refreshing, engaging, and optimistic take on the telco landscape.

O2 – Breathe It All In

Looking outside the local scene, we see UK player O2 taking on a different perspective and message. Without explicitly alluding to anything telco or digital-related, the ad creates excitement without being hyper-energetic, instead uplifting and inspiring. It shifts the conversation from being free to being alive and full of wonder at the world around us, bringing a breath of fresh air to the telco space.

One I Don’t Like

Upsize your savings with Singtel Circle

Unfortunately, local giant Singtel missed the mark with their recent ‘bundle deal’ advertisement, where a family in a fast-food counter scene enquires about upsizing their plan with ad copy interjected with cringe-worthy dad jokes.

While the intent was to engage through humor, it came through rather weakly.

Ads need to not only engage the viewer but to resonate with them and their values. Offering “more” – having more, doing more – might be one of the ways to attract consumers, but once everyone talks about being “unlimited”, it becomes limiting instead of building a brand’s point of difference.

As communication technology powers ahead towards faster data speeds and wider connectivity, perhaps it’s no longer about portraying technology as something that enables us to do more, but technology as a window from which we experience the world – opening up many more possibilities.

Alyson Ho
Alyson Ho
Alyson is a strategist at Landor in Singapore.

Want to submit your own take on three ads?
staff@brandinginasia.com

Branding in Asia Newsletter

We don't share your info. We only share ours.

Two Ads I Like And One I Don’t – Lauren Pomphrey

Brands and agencies tend to shy away from “purpose”, feeling it safer to stick to their remit of simply making ads. But occasionally, a brand has a real chance to own a space and do more than just advertise.

Two Ads I Like and One I Don’t – Yasushi Ogata

There are many well-made Japanese style campaigns which feature someone famous, but I personally don’t gravitate towards TVCs focused just around a celebrity.

Two Ads I Like And One I Don’t – Alyson Ho

As communication technology powers ahead towards faster data speeds and wider connectivity, perhaps it’s no longer about portraying technology as something that enables us to do more, but technology as a window from which we experience the world – opening up many more possibilities.

Two Ads I Like and One I Don’t – Anthony Moss

The average consumer doesn’t hunt out ads to see more of them, in fact they try their best to block, avoid or ignore them.

Two Ads I Like and One I Don’t – Duncan Shields

Using ‘real’ people in ads is not easy, getting an emotional story arc from a whole group of them is even harder. And don’t let the ‘underproduced’ style fool you.

Two Ads I Like and One I Don’t – Niniek Sugiarti

I love watching Superbowl ads because this is when and where all the entertaining and big-budget ads are aired in one large burst. For this year’s Superbowl, I especially enjoyed the Amazon Alexa ad “Not everything makes the cut”.

Two Ads I Like and One I Don’t – Joaquim Laurel

It is not easy to do funny well, and a lot of times we fall into the trap of setting up gags versus finding funny truths.

The Latest

Interview: Arpan Jain on Creative Campaign Trends in India’s Diverse Market and More

Being committed to inspiring action through behavior and experience-led ideas, we’re constantly trying to move away from the idea of ‘sheep dipping’ people in a brand, and instead, focusing on creating behavioral change.

Red Bull Documentary Charts the Journey of ‘Machina’ from K-Pop to Techno Artist In Tokyo

"Machina" paints a less than flattering portrait of her time in South Korea's KPop industry, saying it made her feel like a "doll" and was "just a business".

Asia’s Top YouTube Ads for March 2019

In March, viewers across APAC loved watching ads that combined two seemingly unrelated ideas to create a unique story.

BBDO Atlanta Chief Creative Officer Robin Fitzgerald Named Ad Stars Executive Judge

Ad Stars has announced that Robin Fitzgerald, Chief Creative Officer at BBDO Atlanta, is joining Ad Stars 2019 as an Executive Judge.

Cheil Worldwide Appoints Ricardo Catalano as COO in France

The appointment will allow the network to strengthen its data-driven marketing capabilities.

Interviews

Interview: Arpan Jain on Creative Campaign Trends in India’s Diverse Market and More

Being committed to inspiring action through behavior and experience-led ideas, we’re constantly trying to move away from the idea of ‘sheep dipping’ people in a brand, and instead, focusing on creating behavioral change.

Q&A: Malcolm Koh – ‘The Customer Experience Gap is Widening Across APAC’

We already know organizations are constantly trying to catch up with customers’ expectations, but I was most surprised to see just how fast the customer experience gap is widening across APAC.

Kemp CMO Tony Thompson on Marketing Application Delivery

The global CMO of Kemp shares how product positioning changed in light of technological innovations, and how he markets the product through partners.

Q&A: Gary Steele – ‘You Don’t Have to Always Try to Break the Rules’

We have achieved our goal within two years here at TBWA\Singapore. Now we need to set our sights on something much bigger than Southeast Asia. This means picking up Agency of the Year in Cannes.

One Under 30: Young Creative Spotlight

One Under 30: Young Creative Spotlight – Darren Chia, Geometry Malaysia

Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a feature focusing on up-and-coming individuals in the ad world. Darren Chia, Geometry Malaysia.

One Under 30: Young Creative Spotlight – Adith Fernandes, FCB Interface

Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a feature focusing on up-and-coming individuals in the ad world.Next up is Adith Fernandes, senior copywriter at FCB Interface.

One Under 30: Young Creative Spotlight – Gavin Lee, Digitas China

Gavin Lee eventually went on to work with Blak Labs, Dentsu and the back to Saatchi & Saatchi in China before settling in with Digitas in Shanghai in August of last year.

One Under 30: Young Creative Spotlight – Victor Aldabalde, Lion & Lion


As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a feature focusing on up-and-coming individuals in the ad world.