Singapore Airlines has today unveiled its first major ad campaign since the start of the pandemic, and it’s pretty great.
Continue reading: Singapore Airlines’ New “Welcome To World Class” Ad
Share your questions, experiences, and thoughts below.
They have sleek campaigns but the business class and first class seats cannot compare with CX. Their SQ app barely works and the call centres and support services are terrible. Rather limited flight routes too. Overrated airline.
Pity they dropped the successful Singapore Girl (The only way to fly) campaign. Always associate that music to my Singapore Airline flights. Similarly, hearing the 'Love's Theme' and it's association to Cathay's old adverts and boarding music.
I got this in my email this morning. No deals, discounts or anything. Just a spammy brand ad right in my inbox. I hate when companies pull that shit.
Having just redeemed a bunch KrisFlyer miles to fly almost exclusively with SQ crisscrossing SE Asia as a KrisFlyer Gold for 4 weeks, I am now very strongly of the opinion that from the loyalty side of things I prefer "Rhapsody in Blue" to the music that was associated with the "Singapore Girl" or that which is associated with their latest ad campaign. I've decided that UA elite statuses from Premier Gold and higher are significantly more valuable to me than SQ Gold will ever be. The KrisFlyer offers its elites almost nothing at all. I won't be trying to retain my SQ Gold status as I intended to. I will continue crediting all my miles to UA because as a UA million miler, the worst I could do would be Premier Gold/*G, which would get me nearly everything that SQ Gold would.
In many ways, I do agree that SIA is overrated, something that it perpetuates with rose-colored ads campaigns like their latest.
My favourite ads are still from the 1980s, with the soft focus scenes being surreal and classy! - https://www.youtube.com/watch?v=OMiKrvv9xVQ
First class can’t compared to CX? You drunk?
Lounge experience? I agree. Seats on plane? I don’t think so. CX flies so many A33x in SEA and even North east asia which is already a disadvantage compared to newer A35x or B78x.
Find it interesting they have shot in China, didn't China only open the border in less than a month ago? Seems a short time for an ad campaign like this. (And if it's earlier, curious about the logistics since I think China had strict restriction on crew's movement before reopening border.
Of course they have to film it around the world.
There is so much you can do on a tiny island besides getting penalized for frivolous reasons.
Did you know that you'll never see SQ female crew with long hair onboard unlike in the ads due to their strict hair and makeup policy? Misrepresentation much? 😛
the cabin crew on SQ always look stressed and frazzled esp the noobs - trying too hard to remember every little detail they have been drilled in during training. Gimme a spontaneous and funloving crew anytime!
Stock footage + green screen.
Actual footage + deepfake.
Just to name a few and and not that this is the case, but this is 2023.
You can make video of dead people and make them alive. ChatGPT would give them real dialogue. Alexa is about to mimic voice. Meta and TikTok will fool the world.
Let's not start about misrepresentation, equality, sexism, body shaming etc.
SQ is not trying to be politically correct.
Well, the US has been "politically correct" with words to parody worthy extremes. yet actions speak louder than words. Look at the number of state sanctioned killings of blacks by the police and the backsliding when it comes to abortion, amongst a huge host of their own politically incorrect (and downright huge violations of basic human rights).
Just leave relatively decent countries like Singapore alone, just because they don't conform to ideals the US itself can hardly adhere to.
I haven’t flown SQ First so now comment there; however, the foot cubbies for most (but not all) SQ Business seats are tapered and small, making sleeping much less comfortable than in the CX J seats with wide foot holes. This is is a notable difference at least for me, and makes me, all else equal (and they are both very good airlines), prefer CX J.
I used to like Rhapsody in Blue, until UA attacked me with it every time I came into contact with them... on endless hold... while waiting for people to board... during the prelude to the safety demo... on and on and on. I sure hope Gershwin's estate was handsomely compensated.
I guess it's fun to see a young, cute SQ FA flying around the world and making friends with everybody, but I'm not really sure how it compels one to make a purchase decision in favor of SQ over competition? (And that's usually the justification for advertising dollars in most companies.)
I received the email this morning and watched it, and I was clueless about what SQ was trying to tell me. At first I thought SQ was introducing a new cabin on their planes called "World Class." I had to read the press release to understand where they were going with the concept.
That's not good advertising if one must do a little bit of homework.
It's a fun video, though.
All expensively produced visual fluff with unrealistic representations of what an off-duty female FA might do.
Not to overthink what is presented, as poined out here already, no FA would be permitted to have/show free-flowing hair when in uniform, wear uniforms when seemingly out picking tea, doing a spot of Indian dancing, checking out flea-market art etc.
Nor would accompanying young and fun (probably not Economy types) on these adventures be encouraged by SQ management.
My experience in F and Business on SQ is that the FAs are polite and attentive,but rarely personable or what I'd consider friendly. Thats all fine, and I certainly do not expect to hook up later for zany adventures!
As I say, all visual fluff, not based in reality.
Let's be realistic, why show unrealistic and faking?
On the company itself keep spending millions on ads frequently is bad when your management didn't do well.
Earn little earnings and didn't save up by giving away just to lift up petty amount.
You're suggesting the world police should mind our own business rather than trying to trying to poke our nose in a foreign authoritarian regime?
While you might think that state sanction the killing of blacks, numbers don't lie.
State is historically more focused on Asian, Arab, Persian, and just last year, Slavic.
In terms of casualty, police brutality is nothing compared to cruise missiles.
I do like your term.
"conform to ideals the US itself can hardly adhere to."
That sums up what we're up to the last couple of decade and our policy for the foreseeable future.
@DCS There’s a reason why they have a separate but complementary programme called The PPS Club. Singapore Airlines only rewards their most loyal customers with extra perks and frills. Krisflyer Gold means nothing apart from Star Gold Membership.
@Kata -- I did also look at the benefits for PPS Club, especially cabin upgrades which I consider the most valuable FF elite perk, and found them to be rather thin. The program makes a big deal about how rewarding it is to fly with SIA (not unlike the claim in the "Welcome to World Class" ad), but when you look at things closely, there is much less there than claimed. A UA 1K is a "spoiled brat" in terms of elite perks compared to a top SIA PPS Club elite.
UA did have a rough patch after the merger with CO. The airline has turn things around quite remarkably. I am also sure that Gershwin's estate has been handsomely compensated for UA's use of "our song" for at least 3 decades.
This is almost exactly the same as the Emirates "Hello Tomorrow" campaign that was launched 10 years ago. Several of the city and dancing scenes are almost mirror images. Funny since Emirates always copied Singapore Airlines and now it's the reverse!
My favourite airline. Haven't travelled in a bit but can't wait to be onboard Singapore Airlines again.
How pretentious. Singaporeans don't drink tea! No one in Singapore wants to drink tea!!!
So you interviewed all three million+ men, women and children on their choice of beverage? I assume you did, from your vast and sweeping statement. Weird way to spend your time though...
Haha why are you so concerned with tea? Does it matter? We do drink tea lah just less so compared to coffee.
If an ad is all based on reality it will be …zzz … so boring right? We all can do with some creativity and symbolic contents.
Thank you for calling out the lengths we go to, as your favorite. That was a labour of love and one my major contributions to the airlines advertising hall of fame. It was also a notable first step is promoting the airline’s wider service, with the Singapore Girl as the host.
Love this commercial. It shows how they prepare their job to make it excellent and truly world class that most passengers don’t see. Kudos!