The new advertisement campaign to promote Singapore in the Philippines was met with a great deal of criticism and negative comments in the social media sites. The Singapore Tourism Board naturally realized their mistake in
approving and airing a hilariously cheesy campaign that completely failed.
The Ad was designed with the intent to cater to different markets and primarily attract tourists from the Philippines, to Singapore.
The ad-video was titled ‘See where the world is heading’ and focused on a Filipino couple as they took a holiday in Singapore to celebrate their wedding anniversary. The locations are poorly shot, and the actors honestly do a terrible job. The scripting of the dialogues was poor, with the usual overused expression like “Honey, look!” The actors are uncomfortable to watch, with their over-the-top corny acting and behavior. Besides randomly pointing at things and going everywhere in Singapore, the most painfully funny part of the video would be in the end.
Here the man presents the woman with a jewellery box, but she does too. She opens his gift and it’s a necklace. Well okay, that’s nice, and very much expected given their overtly romantic holiday. But he opened her gift and saw a pregnancy test, which was positive.
The video had to deal with heavy criticism as it was viewed by people across the world. The STB tried to defend the video initially but later being unable to handle the criticism brought it down. There were remarks like “Was that wine she was having in the cable car? And she knew she was pregnant?” It completely defeated its cause.
The Singapore Tourism Board’s earlier campaigns have always been very positive and tastefully made. This Ad instead inspired hilarious parody videos. The board members have maintained a straight face and are facing the criticism commendably. They say that they welcome the public opinion on how to make their Filipino campaign better.
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