"I love your "Malaysian Accent", can you say it again?"

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Sunday, April 12, 2009

"It was a book to kill time for those who like it better dead." - Dame Rose Macaulay


Amusing REACH discussion topic:

Are Government Campaigns Necessarily Boring?

"When we hear the words 'Government campaign', certain thoughts immediately come to mind. Dull, another propaganda, no creativity.

The Ministry of Community Development, Youth and Sports (MCYS) recently won a Gold award for its family commercial at the local MediaCorp Viewers' Choice Awards. It broke away from the conventional “government campaign” style by creating a deep impression on viewers with its strong emotive storyline of a single father and his strong-willed teenage daughter.

The MCYS has recently rolled out a new television commercial (TVC) which is part of a $1.25 million campaign to encourage Singaporeans to get married. The advertisement, set at a funeral, depicts an interracial marriage where a wife pays tribute to her dead husband by sharing fond memories of his less than endearing habits. It aims to celebrate the beauty of imperfections that make a relationship perfect.

The TVC has been received warmly since its debut last Sunday, with many saying that they were touched by the powerful storyline."


Someone up there is getting cheeky! Tsk tsk.

In any case, it's not just government campaigns.

The quality of advertising in Singapore in general is often low. Many seem to think viewers can't appreciate intelligent, subtle and/or amusing advertisements.

Perhaps one day we will have Superbowl-quality ads (or government campaigns, if you like).

(Incidentally, I haven't seen the first ad referenced yet. Is it on YouTube?)
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