Filed under: Crap Campaigns In History
Yes, I know I’m not doing very well at this ‘having a blog break’ thing … I hang my head in shame.
Anyway I’m writing this because after a phone call with my friends at Mountain View, I’m wide awake and as my wife and cat are asleep … I’ve run out of books to read … and the telly in our serviced apartment is on the blink, I have nothing else to do.
Because I always get accused of ‘over-writing’ my posts … I’m going to be very short and sweet on this one.
Have a look at this ad for Singapore’s ‘Changi Airport’ …
I know it’s trying to demonstrate the breadth of things you can get there, but am I the only one that thinks it basically says retard fuckwits shop there.
The woman has a doughnut on her head.
A DOUGHNUT.
What the fuck was she thinking?
And then they have that line: Pop Music Or Hunger Pangs
It’s plainly obvious the stupid cow in the ad isn’t hungry OR SHE’D BE EATING THE DOUGHNUT, NOT PUTTING IT ON HER EAR.
What a fucking stupid ad … and not just because it’s a crap idea with terrible art direction, but because ‘pop music and food’ are hardly unique to airports around the World are they.
Hey, I was just in Heathrow airport … and as much as a shithole as that place is, it still offered me a fuckload of food and music choices so why they say I can “expect more in the New Tropics” is anyone’s guess.
And what’s this “new tropics” all about then?
It just smacks of some branding/planning agency doesn’t it.
They had to find an ‘ownable territory’ and they decided that because it’s hotter than Satan’s bathtub in Singapore, they could claim it’s the “new tropics” and give the humid heat some glamour overtones.
That’s all well and good except IT’S FOR A FUCKING AIRPORT, NOT A COUNTRY … which shows the real retard isn’t the woman with the jammy doughnut stuck on her ear pretending she’s an international DJ playing a gig to 10,000 drugged up holidaymakers, it’s the fools who created the positioning, developed the ad and agreed to run it on every fucking billboard in Changi airport.
Expect more? Expect more fucking crap ads more like …
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You can’t write posts at this time of the day Rob, it means I’ll be checking the comments over and over again rather than doing my usual “click before I leave the office” routine.
That is a truly terrible campaign, terrible for all the reasons you’ve mentioned and more. Maybe it might have worked in the 70’s and 80’s, but the duty free concept is no longer as strong as it once was because you can get almost any product wherever you live and often at a lower price than in the airports.
I have to say your tone in this post is the Rob I know and love. Vicious and sarcastic but with a hint of insight, it’s a post that lives up to the title of your blog and if this is a sign of the China version of you, then long may it continue.
Now go to bed so I can do my work and not be distracted. 🙂
Comment by Pete July 7, 2010 @ 11:29 pmShe won’t hear her plane being called with that donut on her ear. Stupid bitch, she’ll make everyone late for her eating tomfoolery.
Comment by Billy Whizz July 7, 2010 @ 11:31 pmNice surprise to get a post coming out at a convenient time for your american followers. I’m with Pete that the dripping sarcasm of this post is a welcome return but more importantly, what do you think she’s listening to?
Comment by Bazza July 7, 2010 @ 11:36 pmI would pay good money to hear the rationale for the doughnut.
“She needs to be jamming.”
“Jamming”
“What, you mean appreciating music?”
“Yes, but I don’t want any obvious musical hints”
“Well….we’ve got to show her listening to music”
“Ok, make it a DJ set”
“Fine, but as to your original brief, that doesn’t show her jamming”
“Umm. Good point. Stick a doughnut on the side of her head. People will understand.”
Comment by Will July 7, 2010 @ 11:38 pmWe do understand what they mean so doesn’t that mean it’s good?
Yeah it’s shit, but doesn’t that mean it’s good. shit.?
Comment by Billy Whizz July 7, 2010 @ 11:43 pmYou inadvertently raise an interesting point Billy because to some, the fact you can understand what the ad is trying t say [even if it’s a bad strategy and an even worse ad] is a good thing.
They judge the comms on ‘does it say what I want it to say’ rather than also remembering it has to engage, entertain and thrill to name but 3 attributes.
But who am I kidding … we live in a World where brand managers and ad agencies try and say something is ‘fun’ simply because you can open a lid anti-clockwise, so with that, I admit defeat and go to bed.
Ta ra.
PS: Hello Will, it’s been a while … hope all is tops and hope you can get Changi Airport to change the doughnuts in the above ad to the type produced by your health-destroying client, haha!
Comment by Rob July 7, 2010 @ 11:47 pmDefinitely inadvertently. 🙂
Comment by Bazza July 7, 2010 @ 11:48 pmJust because I don’t write a blog begging people to think I’m clever doesn’t mean I’m not a genius. I worked for Andy after all. Where is he, this is a post right up his alley.
Comment by Billy Whizz July 7, 2010 @ 11:54 pmThe man you worked for is now in the middle of nowhere ‘managing’ a refurbishment for a house he never wants to live in. Doesn’t say much for your career prospects does it Billy?
Comment by Rob July 7, 2010 @ 11:56 pmHe’s fallen hard.
Comment by Billy Whizz July 7, 2010 @ 11:57 pmIt’s a fucking donut Baz, she won’t be listening to anything.
Good op for you to sell her one of your new ipod things or whatever you cal them now so you can charge 3 times the price for half the memory.
Comment by Billy Whizz July 7, 2010 @ 11:42 pmStill bitter about the iPad?
Comment by Bazza July 7, 2010 @ 11:47 pmOn the contrary, I’d be more bitter if I had to use one.
Comment by Billy Whizz July 7, 2010 @ 11:57 pmIf the new tropics is an airport, I’d rather be in the old tropics.
Judging by the tone of this post, China is good for you Robert.
Comment by George July 8, 2010 @ 12:00 amGood to see you’ve got Andy’s back in the bastard comments stakes.
Comment by Billy Whizz July 8, 2010 @ 12:01 amYou don’t forget your friends George!
Tried calling you but was told “you’re in a meeting” … now you’re not, I’m going to call you now so don’t get K to make any more excuses.
Comment by Rob July 8, 2010 @ 12:06 amIf he takes any longer to pay up his bet debt, the niceness will be replaced by pain.
Comment by George July 8, 2010 @ 12:09 amTo be fair, I think he’s probably suffering quite a lot at the moment, hahahaha!
Comment by Rob July 8, 2010 @ 12:11 amI’d happily let him off his debt if he let me watch him “on site” for the day. I imagine it would be a cross between grand designs and fear factor.
Comment by George July 8, 2010 @ 12:14 amIf you’re not asleep, you can call me now.
“Grand designs and fear factor”
Brilliant. I’d pay to watch that show but you’d not hear anything for all the bleeps. 🙂
Comment by Pete July 8, 2010 @ 12:15 amAndy would be proud of your comments if it wasn’t about him.
Comment by Billy Whizz July 8, 2010 @ 12:16 amBilly, I’ve finally found something I agree with you on.
Comment by Bazza July 8, 2010 @ 12:27 amIt must be a weight off your shoulders to finally admit the ipad is a pile of shit. Glad I was able to help.
Comment by Billy Whizz July 8, 2010 @ 12:32 amHe got you there Baz.
Comment by DH July 8, 2010 @ 12:34 amBilly couldn’t get me if I was strapped down and placed in a room without a door. I can’t hang around here listening to this rubbish anymore, I have work to do.
Comment by Bazza July 8, 2010 @ 12:35 amAs I said, he got you.
And what work do you have to do? Does SJ need his ass wiping?
Comment by DH July 8, 2010 @ 12:40 amHe’s so small he can get right in the crevices. He’s known as iWipe.
Comment by Billy Whizz July 8, 2010 @ 12:41 amiWipe just might be a name that sticks. Almost feel sorry for Baz.
Comment by DH July 8, 2010 @ 12:46 amPlay nicely children.
Comment by George July 8, 2010 @ 12:46 amI don’t. (that’s for Dave’s comment, not yours George)
Comment by Billy Whizz July 8, 2010 @ 12:49 amI don’t mind Billy’s little joke, it probably makes him feel better as he turns all his girlfriends into iDykes.
Comment by Bazza July 8, 2010 @ 12:53 amSomething else we agree on. That’s twice in 4 years and both on the same day. Somethings in the air and I think it’s smack.
Comment by Billy Whizz July 8, 2010 @ 12:57 amDoesn’t Singapore class putting a donut on your ear as an act of rebellion?
Comment by DH July 8, 2010 @ 12:21 amOr is that chewing gum?
Comment by DH July 8, 2010 @ 12:21 amDid TBWA do this? Looks like they did.
Comment by northern July 8, 2010 @ 1:03 amIsn’t that a cool product to kick of your make stuff, not just ads goal at WK? Edible earphones?
I think it was DDB, though your beloved old agency does handle SIA so you might be right.
http://www.marketing-interactive.com/news/14679
Comment by Pete July 8, 2010 @ 1:17 ami stared at this ad for at least ten minutes, trying to make sense of it. made me laugh. pop music or hunger pangs? choose the lesser of two evils? and then what. the doughnut must be the ‘new tropics’ equivalent of sticking a flower behind your ear.
Comment by peggy July 8, 2010 @ 3:56 amIt’s nice to see the reserves come off the bench and make some noise, but none of them have questioned why you’d advertise an airport with a picture of a subway/railway track?
Comment by John July 8, 2010 @ 4:57 amOh good, that comment got lost in the spam. I see now it’s a walkway. I prefer airports that have walkways. They’re so modern.
Comment by John July 8, 2010 @ 5:00 amBecause your words are too precious to ignore John, I made sure your nuggets of wisdom have been released for all to see …
You can thank me later, probably once you’ve come out of hiding for even thinking this ad featured a railway track in the background.
Comment by Rob July 8, 2010 @ 7:43 amBut I enjoyed Billy and Bazza’s small talk.
Comment by John July 8, 2010 @ 5:09 amSmall being the key word!
Comment by Rob July 8, 2010 @ 7:44 amHow inadvertant of me.
Comment by John July 8, 2010 @ 4:14 pmIf my rant is like ‘old times’, the tangent comments certainly are … WTF!
I just had a search for who was behind this campaign, it might be DDB, but to be fair to them, I think they won this business after these posters were created but I’m not 100% sure … let’s hope for DDB’s sake I’m right, ha!
Comment by Rob July 8, 2010 @ 7:40 amJill has just suggested that maybe it’s a niche ad campaign designed to appeal to Princess Lea wannabe’s. That might be the only way it makes some sense and even then, it still looks shit.
Comment by Rob July 8, 2010 @ 8:16 amLOL, I totally missed the donut before I read your hilarious angry commentary.
Why would you want to position the airport as a “cool” place to hang out anyways? Don’t most people hate being there? I’d like to see an airport talk about how little time you’d spend there.
Comment by Age July 8, 2010 @ 10:20 amIn Singapore, people do go to the airport to hang out…… sad fucks.
Comment by martin July 8, 2010 @ 10:25 amnot to defend this campaign, but I believe it’s mainly meant for the hangout crowd at Changi as I think they are referring to the renovations going on in terminal one which should bring some kind of renewed internal tropical garden after they’re done plus a whole bunch of new f&b outlets, shops etc
Comment by johan July 8, 2010 @ 12:37 pmLike I said not to defend the campaign because most passerbys won’t have a clue when they see this and the execution is quite silly, but it might clarify the purpose a bit, if only a bit..
So you don’t want to defend the campaign but you defend the campaign Johan? That’s some skill you have there.
As the ad doesn’t mention the renovations or explain they’ll be a whole new world of music and donuts on offer when it’s all over, my take out is they’re saying there’s already a massive choice in the airport so if what you say is right Johan, that means the ad is not just bad, it’s a pointless both to the airport hangout crowd (WTF?!) and the air travelers.
Comment by DH July 8, 2010 @ 2:00 pmIt’s a very big Doughnut.
Comment by Marcus July 8, 2010 @ 3:07 pmI remember these ads from last time I was there. It’s a whole series, right? Isn’t there another one where a woman’s hat is really a teacup, or something? Terrible. It reminds me of some old Nutri-grain ads with a “you are what you eat” theme where businesspeople had giant donuts for asses…that was hilarious, stuck in your head, and frankly made a good point (about some of the crap Americans eat). This is none of those. Except hilarious in that it’s so embarrassing.
Speaking of Singapore, have you seen the new “Your Singapore” campaign? Another train wreck, if you ask me.
Comment by Rob July 8, 2010 @ 3:36 pmApple will soon be shipping smaller doughnuts.
Comment by Marcus July 8, 2010 @ 4:26 pmDon’t give Baz ideas he can get paid shitloads for Marcus.
iDough … coming to a store near you soon.
Comment by Rob July 8, 2010 @ 6:14 pmOpen Source Pastry.
Comment by Marcus July 8, 2010 @ 7:19 pmWait for that to be adlands buzz word in a few months …
Comment by Rob July 8, 2010 @ 8:30 pmi love it when you’re angry.
Comment by lauren July 8, 2010 @ 10:19 pmand when the comments are barmy
Comment by lauren July 8, 2010 @ 10:20 pmwhat the fuck is that?
what the fuck is going on with this pile of fucking shit?
im not talking about that stupid pile of dunkin donuts bullshit, im talking about the piss taking auntie is giving me.
i dont owe him fuck all and if he thinks saying im a cross between grand designs/fear factor is an insult he is proving hes not as fucking clever as he gets told he is. by his mum.
for the record im a fucking awesome project manager, proved by the fact i can check this bollocks blog out which still seems to be pretty fucking active despite campbells promises hed leave us the fuck alone for a bit while still making sure the woodworm infested cesspit my darling wife bought gets turned into a palace ignoring the fucking fact anyting with a roof on it in canada is given that name.
the ad is fucking pants. in fact if they showed fucking and pants it would be more interesting and more proof of the variety the fuckwits are trying to say they offer. and if people of singapore really hang at the airport for fun then they should be encouraged to move their party on to the runway when a 747 is coming in to land. sad fucks.
Comment by andy@cynic July 8, 2010 @ 10:57 pmAaaaaaaaanyway…..
Comment by northern July 8, 2010 @ 11:06 pmHi Rob,
Comment by claudio July 9, 2010 @ 3:58 pmCurious to hear your early thoughts about life in China, I am sure it will bring your blog to a whole new dimension.
As I previously stated, I am not from adland; so, forgive my ‘innocence.’
It is really an ugly ad. I basically understand that most ads are really there to make sure the product/’thing’ stays relevant.
But…Is this ad inside Changi airport? If so, what’s the point? If you are Singapore you already know you ave the best airport in the world, according the latest self-serving survey. Or maybe…. is this ad campaign used internationally? But am I really going to choose to fly to/connect via Singapore airport thanks to this ad? As somebody pointed out earlier, the duty-free concept has lost its glamour; for crying out loud, I think I may discover a duty-free outlet in my bathroom soon. And choice-wise, I personally believe I find more interesting stuff across airports in Europe/Japan.
Given the Singaporean obsession with food, the reference to a donut or to a teapot maybe makes…. ahem….sense. As if Singaporeans were the only ones to like food, or rather they love talking about it.
Are there people who hang out at the airport?! Gee…. Why? The more time I spend in SG, the less I get them.