Ad Nut
Jul 22, 2019

StarHub is teaching an uber-emo history lesson

To celebrate Singapore’s 54th birthday, the telco is highlighting the overlooked women in the nation’s past.

Ad Nut has broad musical taste and understands its power in promoting important messages. But for those who aren’t into high-pitched, pixie-sounding singing children, put StarHub’s latest Singapore National Day effort on mute, because the lesson at the heart of the campaign needs to be seen regardless of the soundtrack.

Celebrating Singapore’s 54th birthday this August 9, StarHub and its creative agency BLK-J have chosen to focus on a hugely underserved population in almost every country’s history: women. Ad Nut has heard of Sir Stamford Raffles, but was Ad Nut aware of Elizabeth Choy, a Singaporean war heroine, politician and teacher?

To Ad Nut’s shame, the answer is no. Ditto for Hajja Fatimah, one of Singapore’s first businesswomen in the 1800s, and Checha Davies, a social worker and women’s rights activist. So full plaudits to StarHub for highlighting these and other women’s critical contributions to Singapore’s development, embodied in two giant murals and one statue of the inspirational women, created by the school children. Labelling the women ‘founding mothers’ in the ad is also a very nice touch.

The school kids are singing a new version of a 2002 National Day song, ‘We Will Get There’. The result is a turbo-charged emo squeak of a performance, which left Ad Nut’s ears ringing a little. The message is very clear without the uber-twee singing. But given the power of the overall message, Ad Nut is willing to let it slide.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

Related Articles

Just Published

5 hours ago

Starbucks APAC VP Samuel Fung steps down

The former VP of Product and Marketing is a two-time Campaign Power List honoree. He exits the role after nearly 12 years with the company.

7 hours ago

Santander on its shift to one global agency, why it ...

Bank has been rethinking its $1 billion-a-year spend on advertising and communications to drive consistency and effectiveness in age of AI.

14 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

15 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.