BBH Asia-Pacific wants you to grab a Mentos and do your bit to boost Singapore’s birth rate
UPDATED STORY – EXPECT SINGAPORE’S BIRTHRATE TO JUMP 9 MONTHS FROM TONIGHT: BBH Asia Pacific has launched a new campaign for Mentos that gives a fun fresh take on Singapore National Day Celebrations. Like a good citizen, these special edition Mentos packs wear their “I Love SG” badge proudly.
Mentos is encouraging every proud, financially secure adult in a stable, committed long-term relationship in Singapore, to get fresh and ‘do their duty’ on National Night – and give a patriotic boost to Singapore’s population.
Music, the ultimate language of love, is the official campaign medium.
The specially composed ‘National Night’ rap will air on a variety of channels from August 1st – including Youtube, Sound Cloud, and social media sites.
The song, lyrics and chords will be available for download while the ‘National Night’ rap will be taught to and played by local cover bands around Singapore leading up to the big night.
At 10:30pm on August 9th, – when the parade is over, the planes have flown by and the fireworks are long gone, – the ‘National Night’ rap will be played to signal the time for couples to… begin their duty.
The ‘National Night’ rap lyrics:
“You ready? Leh-go!
The parade is long gone, the kids are in bed…
Let’s not watch fireworks, let’s makem’ instead…
It’s National Night, and I want a baby boo
I know you want it, so duz the SDU…
It’s National Night, so let’s make some fireworks ignite.
It’s National Night, let’s make Singapore’s birthrate spike.
To further demonstrate their love for the nation and its annual National Day celebration, Mentos is giving away thousands of these specially designed packs bearing the “I Love SG” badge at Changi Airport, GRCs and music venues around the city.
Credits
Business Director – David Webster
Account Director – Midori Watanabe
Account Executive – Bernice Ooi
Engagement Planning Director – James Sowden
Engagement Planner – Rachel Filer
Executive Creative Director – Scott McClelland
Creative Director – Maurice Wee
Art Director – Adrian Chan
Copywriters – Douglas Hamilton, Paul Edmonds
Designers – Marcus Yuen, Uni Lee, Ronald Bunaidi
TV Producer – Charmaine Wong
Print Producer – Brell Chen Digital Producer – Nicolyn Marino
Music Production – Fuse, Adventure In Audio
Character Illustration – Walter Teoh
Retouching – Wellcom
Digital Production – Avantworks
Music Clip Editor – Elena Ho
32 Comments
Holy F*#K that was awful.
Love it!!!
More elementary tactics from BBH SG.
It’s a funny idea to boost the population, because that is an honest problem.
But this is really silly. And not in a Skittles kind of way. Really bad silly.
The Notorious B.I.G. is turning is his grave, ‘cept he’s alive, so he’s just turning. And don’t mints have just the opposite effect on babymaking?
http://www.ncbi.nlm.nih.gov/pubmed/15302514
Somehow when it’s done in a Lipton ice tea way, it’s acceptable parody.
When Mr Brown does it, it’s also acceptable parody.
But when it’s done this manner, it’s cringingly unfunny.
Just like the crap Euro Mentos ads on telly.
In that respect, I must give props to the BBH hommies for staying true to da brand.
Are they having a competition with Publicis to see who does worse advertising. Winner gets to have their name first when the merger is announced.
Seriously?
A 2 Live Crew Track would have been more effective.
@stunned
Publicis has a strong head start in this category.
But of late, BBH is making huge gains in the ‘I-can’t-believe-they-did-that-and-are- actually-proud-to-PR-it’ stakes.
Loved it guys. Well done.
Love the new scummy intern work. Now back to the real stuff BBH. Please. Don’t go Ogilvy. We’ve seen enough of that. NO SCAM ADS. then I AINT GOING ANYWHERE bull. BBH is the last real thing. Keep it up.
Does Singapore really need more people, longer lines, more selfishness and kiasuness? But before we even get there, it’s absurd to even think that Singaporeans even need a campaign to encourage them to reproduce! Is there anything Singaporeans could do without being brainwashed into doing it?!
Fun parody song for a nation famously unable to laugh much at themselves…. fair sum up?
Neither brilliant nor atrocious. Versus : the above a little bit of an extreme reaction? But so common to the trolls – merely an excuse to grind out out some other opinons about an agency
The creatives are pushing it hard on FB. If their posts are to be believed, Singaporeans are taking this to heart and it has really taken off.
Either they are better judges of the Singapore public than we are – which is very possible given the number of Singaporeans in the credits – or they’re kidding themselves and their social media dept is working overtime to hype it by creating hits and downloads. One of the two.
Me, I think it is an amateurish piece of crap, but then, I am not a Singaporean.
…not putting your name next to that stinker Steve.
Why the ang mo accent?
I think it’s a cracking piece of tomfoolspunkyspoofery!! More than happy to be associated with it.
I think you’ve been working in SG too long mate.
It’s great that the suits and spanners get credits ahead of the creatives.
You better address that Steve or these guys will actually start telling people they wrote it.
Publicis is in charge now so its a new ballgame. No more telling big beer clients to sod off etc.
I think PR-ing this woeful campaign might be BBH’s way of appealing to government ministries that are always on the lookout for agencies to do this kind of work….have more babies, smile at everyone, don’t dig your nose …BBH has always been perceived as elitist in that regard and they’re now saying…hey don’t ignore us…we can do this crap too if you pay us.
On another note, take a look at this link where 4 of Singapore’s presumably top ad gurus are giving their take on the campaign
http://marketing-interactive.com/news/34549
You have to laugh because they clearly couldn’t like it much but they also can’t say how much they hate it. What if Mentos were to call a pitch and not invite us? What if some government chap thinks they’re being mean? LOL
Amazing how soul destroying advertising can be…if you let it.
Reading that link was really depressing. There’s it much more to say on the stale state of Singapore “politeness”.
This jingle will make an excellent psych ops/ interrogation tool when played back-to-back to break down enemies-of- the -state or flush out bunkered- in hostage takers.
Much more depressing and soul-destroying is the state of the usual trolling… not just the nastiness, but the quality of thinking.
New Order (sounding suspiciously like a some disgruntled creative who din’t get the interview let alone gig at BBH) doesn’t even seem to understand how the business works…
Er… so pr’ing a campaign that the super-conservative Singapore Govt authorities would never buy in a million years is the way to appeal to those authorities? Riiiight.
And they are actively Pr’ing crap so they can be perceived as doing crap. Riiiiight.
And when other Ad Guys put out a review (some of it pretty downbeat) they are modifying their views just in case Mentos asks them to pitch….. Er, Though by them saying the campaign is good….why would Mentos then want to pitch it? Not quite getting that….?
With that line of bizarre thinking – advertising probably is soul destroying for you New Order.
Looks like the whole town got turned down for a gig at BBH and hence the jealousy 🙂
Guys, I can promise that NO ONE is jealous or envious of this work.
Maybe bitter because they didn’t get a job at BBH.
But that’s a different story.
Okay. I still think it is the worst piece of shit I have seen since someone got the EDB to do a rap.
However, I’m only in advertising and ads should be made for the public, not for other ad folk.
From what I am seeing, the Singapore public are turning this into a hit. By definition, when mine and the public’s opinion on advertising differs, they are right and I am wrong – even if it is fucking awful.
OK, OK, Mentos, you win.
I’ve decided the only way to survive this whole episode is to listen to the acoustic version (which is way better than the rap, music-wise, but still has the lame lyrics), but with my eyes closed.
Why eyes closed? ‘Cos the Chinese dude in that vid looks like he’s shagging his guitar off-screen. That ain’t gonna do jack for Singapore’s birth rate, bro, but thanks for trying…
http://www.youtube.com/watch?v=wCEycZBHwzs – but a far worse version.
Nice bit of light fun. Made me laugh.
That music vid is kind of interesting and arouses some sort of morbid fascination….like roadkill does. Like that guy Andrew Huang (if memory serves me right) who made an international fool of himself on American Idol but everyone watched and circulated his crap video cos they were just too speechless.
Not Andrew Huang, dude, my name is William Hung – and I’m ready to live up to it for Singapore’s sake. In exchange, please turn that damn song off.
CNN did a snippet on this C rap this arvo. Both the anchors were pissing themselves while talking about it. Now the whole world knows what fukwits reside here…need to be told when to smile, give up a seat, and now when to make babies.
PS. There’s NOTHING more annoying and fake than a bunch of whities trying to act like they’re black. (“Lets not watch fireworks let’s make em instead”….that aint song lyrics yo, that’s leaflet copy…. gimme a Bundy and Coke, Im out !)
SO MANY THINGS wrong with this ad. Not the least of which, what does MENTOS have to do with sex? And why is it an American hip-hop video using American slang (no local Singapore music ah? what happened to Singlish?).