As reported by the South China Morning Post, a Cathay Pacific executive isn’t too happy about Singapore Airlines’ new ad campaign, which has garnered a lot of attention.
In this post:
“Welcome to World Class” vs. “Life Well Travelled”
Last week, Singapore Airlines unveiled its newest ad campaign, named “Welcome to World Class.” This is the carrier’s first major ad campaign since the start of the pandemic, and it has proven to be wildly popular. One version of the video on YouTube alone has been seen 23 million times as of now, with tens of millions of views through other social platforms as well. Clearly the concept is resonating with people.
Well, one Cathay Pacific executive has some interesting comments about this video. In a personal post on LinkedIn that has since been deleted (and which doesn’t represent the official view of the company), Cathay Pacific’s head of global marketing communications, Edward Bell, couldn’t help but congratulate Singapore Airlines in a rather shady way, accusing his rival of copying the Hong Kong-based carrier’s ad:
“Congratulations Singapore Airlines on your latest brand campaign. But I can’t help notice that it strongly resembles what we did several years ago?”
Specifically, he’s referring to Cathay Pacific’s “Life Well Travelled” ad campaign from back in 2015, and he included a link to the below ad.
Are these two ad campaigns similar?
Singapore Airlines and Cathay Pacific are two of my favorite airline brands. Both carriers consistently have incredible marketing, among my favorite out there of any airline. Singapore Airlines’ ads are consistently so elegant and refined, while Cathay Pacific’s ads tend to capture the magic of travel, and often the energy of Hong Kong.
Specific to this claim, personally I don’t see the Singapore Airlines ad as being a copycat of the Cathay Pacific ad. Are there some similarities? I mean, sure. That’s also true of airline liveries, safety videos, and even inflight products, because there are only so many directions airlines can go.
The ad campaigns are similar in the sense that they each follow one woman, and show that person traveling to different destinations. Beyond that, though, there are tons of differences:
- Singapore Airlines follows a flight attendant, while Cathay Pacific follows a passenger
- Singapore Airlines’ ad is narrated, while Cathay Pacific’s isn’t
- Singapore Airlines’ ad is more about how experiencing the world makes Singapore Airlines world class, rather than just about the general wonders of travel
- Singapore Airlines’ ad arguably takes a dig at competitors, talking about how the airline offers “6-star hospitality” rather than a “5-star badge”
If you ask me, Singapore Airlines’ “Welcome to World Class” ad took just as much inspiration from its own 2013 “The Lengths We Go” ad campaign as it did from Cathay Pacific’s 2015 campaign. The themes between the 2013 and 2023 ads are similar, showcasing flight attendants traveling around the globe, and that experience making them who they are, and allowing them to delivery world class service.
Bottom line
A Cathay Pacific marketing executive is accusing Singapore Airlines of copying its ad campaign. Specifically, the claim is that the 2023 “Welcome to World Class” ad is inspired by the 2015 “Life Well Travelled” ad. Personally I don’t think there’s any merit to this (or at least not enough to try to call out a competitor in this way), but people will likely have different takes here.
What do you think — was this a copycat ad, or not?
He is just jealous that SQ did such a better job of the advert, everyone in an industry has to use certain concepts but SQ did a much better job. Sounds like sour grapes.
Finished reading all 31 comments. Majority support SQ. Hence, winner is SQ. CX will always loose to SQ, no matter what.
If it is copied, why removed the statement ? Why not raise it up under CX. Something not right with this executive.
Anyway, SQ ad is always a notch above others. Look at the way SQ shoot their video. It comes with filter. While CX ad doesn’t.
Even SQ safety video is superior to...
Finished reading all 31 comments. Majority support SQ. Hence, winner is SQ. CX will always loose to SQ, no matter what.
If it is copied, why removed the statement ? Why not raise it up under CX. Something not right with this executive.
Anyway, SQ ad is always a notch above others. Look at the way SQ shoot their video. It comes with filter. While CX ad doesn’t.
Even SQ safety video is superior to others. I saw one SE Asia airline already copied the SQ safety video concept to be used in theirs in the post covid.
SQ ad is always revolve around their super icon, Singapore Girl. This is because SQ girl has unique uniform & a great smile. Even their neighbour with the same type of uniform cannot produce the same kind of ad or even service.
Or is it CX copied SQ 2013 ad ?
Definitely not! It conveys a whole different message. The executive from CX needs a refresher course on "English"
Most if not all airlines' business objectives are the same. Provide a safe, comfortable and pleasant journey to their destinations. An ad for an airline would need to tell these part of the story, so hardly surprising if we find similarity in the scripts. Bottomline is that SIA's ad is superior in terms of cinematography, visuals and production. CP can try do one better. It's better for consumers when competing businesses outdo one another for...
Most if not all airlines' business objectives are the same. Provide a safe, comfortable and pleasant journey to their destinations. An ad for an airline would need to tell these part of the story, so hardly surprising if we find similarity in the scripts. Bottomline is that SIA's ad is superior in terms of cinematography, visuals and production. CP can try do one better. It's better for consumers when competing businesses outdo one another for the benefit of their customers. And btw i am not a Singaporean.
I can't see any similarities between the two ads. Both ads deserved credit for their originality but similar?Nahhh
Sour grape
Most of the time ad agencies copy others' creative ideas. But I couldn't believe Singapore did this.
Since the 1970s,the Singapore Girl has seldom been presented in the aircraft cabin.
She has been presented in visually striking parts of the world,happily mingling with people of various races.
This 2023 ad is clearly in that tradition
CX should be pitied rather than mocked for their lame complaint (the SQ ad is nothing like CX's). Where once both were the twin powerhouses of Asian aviation and also fierce rivals, its now sadly clear CX is a shadow of its former self, just like Hong Kong. I have zero interest in being political. This is merely a cold, hard, objective fact: CX is now simply 'another' Chinese airline. Just as Hong Kong is now 'another' Chinese city.
Take Singapore airlines please!!!!!!I had a worse ever nightmare training at Cathay Pacific airways academy. Been treated with a non human rights abuses way. The classroom was set up the temperature 18 degree. Lots of us had fever. A instructor named Jenny was shouting at you if you failed 1 question. The lunch break wouldn't have time to eat because she would give you lots questions to study for the exam after the lunch break....
Take Singapore airlines please!!!!!!I had a worse ever nightmare training at Cathay Pacific airways academy. Been treated with a non human rights abuses way. The classroom was set up the temperature 18 degree. Lots of us had fever. A instructor named Jenny was shouting at you if you failed 1 question. The lunch break wouldn't have time to eat because she would give you lots questions to study for the exam after the lunch break. If you failed they treated you as a P....... But they passed someone who didn't know how to swim. Someone was very short around 155CM. Good luck this bad rude jealous company. Go nowhere for this attitude.
Blame on SIA advertising agency. Anyway copying another advert is sincerest form of flattery.
I think the Cathay Pacific ad is just as good as the Singapore Airlines ad but the comment by the CP executive is showing signs of sour grapes. Both are my favourite airlines.
Sure, some elements are changed but the underlyning theme of 'experiencing' local activities and cultures via travel on respective airlines is apparent in both ads. Verdict: SQ ad borrows heavily for CX; and almost no resemblance to their own 2013 ad.
I think this is a silly topic to discuss, but here we go.
The term used by "CX executive" was "strongly resembles..." After watching all these ads here for the first time, I agree with that assessment. The SQ 2013 ad is different in the overall theme than their 2023 ad: 2013 ad was focusing on bringing the best onboard (i.e. tea in that case) while the 2023 ad, at least in the first part,...
I think this is a silly topic to discuss, but here we go.
The term used by "CX executive" was "strongly resembles..." After watching all these ads here for the first time, I agree with that assessment. The SQ 2013 ad is different in the overall theme than their 2023 ad: 2013 ad was focusing on bringing the best onboard (i.e. tea in that case) while the 2023 ad, at least in the first part, was about "experiencing the world," a theme very similar to Cathay's last tv ad on traveling around the world (that includes experiencing the world, hello!!!).
I see there are quite a few Singapore/SQ kool-aid drinkers out there, and that's fine. I recently flew SQ and CX business class long haul about two weeks apart, and I did not see significant differences between the two like some want us to believe. Both offer great products. If anything, I actually found CX slightly better than SQ overall. Side note: I always feel bad for the SQ flight attendants wearing those sandals/thin shoes in sub-zero temperatures in winter (i.e. Zurich, Manchester, etc).
Not similar at all with the CX ad. Singapore airlines has consistent classy theme wtih its own 2013 ad. CX is going downhill in service including call centre recently unfortunately.
I remembered seeing the 2013 Singapore Airlines campaign ads, and this new campaign ads is very similar to the previous ads. So how can this ads be copying Cathay Pacific's ads?? If not, I think Cathay Pacific is copying Singapore Airlines.
Soon Cathay Pacific is going to demand that there is only one China and Singapore and the U.S. are part of that China. They are going to demand that it's not New York, NY but "New York, NY, Province of China".
How do you justify bringing in China when the issue is about two competing commercial airlines; with one alleging the other copied it's advertisement ideas? Are you taking this opportunity to write about China? If not, please do think of relevance before commenting!
Blogger: "One version of the video on YouTube alone has been seen 23 million times as of now, with tens of millions of views through other social platforms as well. Clearly the concept is resonating with people."
Me: Surprise, guys like to watch videos with attractive women in them. Who could have imagined that?
Yeah, it's "resonating" alright. Sure.
Hmm from the ads… SIA ads is about luxury, mature, comfort… the places they go to are more expensive, and posh.
Cathay is for budget traveller, look like fresh grads who is exploring south east Asia for the first time.
I feel like this guy is just jealous because Singapore is supplanting Hong Kong. He’s looking for one last grasp for power as it falls into complete irrelevance. I’m not confident that Cathay Pacific will continue to exist in even just 10 years from now because so much of its success was built around the idea of Hong Kong being a financial middleman between the west and China which produced plenty of business travel. Going...
I feel like this guy is just jealous because Singapore is supplanting Hong Kong. He’s looking for one last grasp for power as it falls into complete irrelevance. I’m not confident that Cathay Pacific will continue to exist in even just 10 years from now because so much of its success was built around the idea of Hong Kong being a financial middleman between the west and China which produced plenty of business travel. Going forward it’ll be nothing more than a VFR destination for Cantonese speakers and a dwindling population at that.
Ya, it's sad. CX is in big trouble.
Totally agree with Brianair
If he thinks it’s a copy….no wonder that CX is heading down the drain. He should focus on improving his airline instead of worrying about other airlines’ campaigns.
I think the same way that they are similar. There’s no new idea with Singapore airlines at all, just different presentation. Singapore airlines should not copy CX.
Edward Bell is jealous.
Looks very similar to me. Of course they couldn't copy it outright, so the minor adjustments don't really detract from the striking similarity.
As much as I dislike Cathay as a whole, I have to agree that they're not wrong here.
The answer is NO.
Different objective from different perspective. And it is expected that airlines ad could look similar showing sightseeing and participating in local fun. The only highly look-alike vignette is the subject person sitting by the left window. Maybe SQ should have shot that clip with the window on the right
Well also the passengers followed in the life well travelled ads only travel to one destination (there's a business class one showcasing a male passenger flying CX J to Shanghai, a premium economy one, which is the one above, showcasing a woman travelling to Bangkok in PE, and an economy one showing a family traveling to Sydney in Y). Also in some of the similar scenes, for example, the dancing with locals, the woman in...
Well also the passengers followed in the life well travelled ads only travel to one destination (there's a business class one showcasing a male passenger flying CX J to Shanghai, a premium economy one, which is the one above, showcasing a woman travelling to Bangkok in PE, and an economy one showing a family traveling to Sydney in Y). Also in some of the similar scenes, for example, the dancing with locals, the woman in the CX ad is participating in a dance class whereas the woman in the SQ ad is teaching the dance.
To me the new ad seems pretty similar in all aspects to Cathay’s and not very similar to their old ad.
Edward Bell has teh sadz because The China* ruined Hong Kong (and Cathay Pacific with it).
Mr. Bell, fix your airline or find a new job, but don’t throw shade on an airline that is consistently better than yours.
*Referencing a Tiffany post from some years ago when she was talking to a U.S. Airways Dividend Miles agent
I can only harness a guess here. Mr Bell was rejected for a position at SQ, so is claiming sour grapes ;-D
SQ performance/profit is soaring to record level, CX not so much. They can barely survive as it is. Perhaps Mr Bell would like to try Malaysia Airlines :-)
A petty accusation shining light on how Singapore is replacing Hong Kong, as the latter continues to become irrelevant.