Singapore Airlines - The Lengths We Go To

Singapore Airlines - The Lengths We Go To

Singapore Airlines has followed the likes of Etihad, British Airways and even Malaysia Airlines to create a short ‘inspirational’ film series called ‘The Lengths We Go To ’.

Rather than advertising the onboard experience, the new campaign shows through sound, sight and memory a visual postcard of what the airline stands for: quality and attention to detail.

It is this subtlety that now has become fashionable in advertising campaigns, that is taking a moment of quiet showing finesse and respect in a sea of loud and overtly ‘salesy’ advertising that we come to expect from our TV viewing globally.

Created by TBWA\Singapore , the series of three one-minute videos showcase Venice, Scotland and China, (although Singapore only flies to one of these destinations) to show the global extent they go to bringing passengers the best movies, furnishings and catering.

Naturally the Singapore girl is still the heroine of these movies, although she is taking less of a centre-stage roll as this campaign is purely a captivating and conceptual vision of what the airline aims for.

The campaign is very much about the spirit of Singapore Airlines and the lengths that we go to make sure that each and every customer feels at home, feels that their needs are anticipated and taken care of

explains Sheldon Hee, Singapore Airlines’ VP of marketing communications and development.