StarHub and DDB Singapore put a new spin on good old Que Sera Sera for the Women’s Tennis Association Finals with “The Power to Be”
Believe in fate? “Forget that” is what StarHub and DDB are telling you in their newly released commercial for the Women’s Tennis Association (WTA) Finals.
This year, StarHub is once again the Official Telecommunications and Broadcast Partner of the WTA Finals Singapore, and they want you to rethink what we are telling young women in schools and at home every day. All by challenging an old favourite – Que Sera Sera, a song about resigning to fate.
“The BNP Paribas WTA Finals Singapore presented by SC Global is all about empowering women, and we at StarHub fully believe in the spirit of this competition. That is why we are backing this year’s edition with our “The Power to Be” campaign which will be beamed on screens across our pay TV network, YouTube, Facebook as well as Golden Village cinema halls. Through this campaign, we want to get the word out that women hold the power to write the next chapter of their lives and become whoever they want to be,” said Howie Lau, Chief Marketing Officer, StarHub.
“StarHub doesn’t just do sponsorships. StarHub embraces them and champions their causes. Which is why, together with our clients, we want to create a movement that debunks the notion that we have to accept our fate or even worse, that destiny is romantic,” Rowena Bhagchandani, Managing Director, DDB Group Singapore said.
Khalid Osman, Creative Director, DDB Group Singapore added, “Empowerment doesn’t just come through learning new things. Sometimes, it is also about unlearning. Unlearning limits, unlearning restrictions, unlearning what you can or cannot do. So you can go out there and get it done.”
Credits –
Chief Creative Officer: Neil Johnson
Group Executive Creative Director: Joji Jacob
Managing Director: Rowena Bhagchandani
Creative Directors: Khalid Osman, Lester Lee
Creative Group Head/Copywriter: Paolo Agulto
Art Director: Marvin Liang
Copywriter: Sarah Chan
Account Director: Jonathan Lim, Vivien Foo
Senior Account Executive: Ho Jiewei
Producer: Deborah Chia
Traffic: Suet Ling Chan, Celeste Kuek
StarHub –
Chief Marketing Officer: Howie Lau
AVP (Brand & Marketing Communications): Oliver Chong
Manager: Alex Chan
7 Comments
It seems DDB have left off the director and production credits, which is a shame for a film with great production values.
Id be more interested in getting my name OFF the credits…seeing that this is an idea that has been done in a famous tvc for Nike Women in the US…..the same song used against a backdrop of women athletes doing ‘their thing’.
DDB needs to let its creatives get out a bit more and experience the world.
ahaha. @shame, you are absolutely correct.
this is one of the better ads in singapore, but it’s just shallow ‘fempowerment’ at its best. i tried to like it but i simply don’t.
feels to me like it’s just a group of old ad men trying to speak to ‘the women’ again. just another day in advertising.
also what is with this line –
“StarHub is once again the Official Telecommunications and Broadcast Partner of the WTA Finals Singapore, and they want you to rethink what we are telling young women in schools and at home every day. All by challenging an old favourite – Que Sera Sera, a song about resigning to fate.”
What are we telling young women in schools and at home that we must rethink?
Picked it.
Women aren’t the weaker sex anymore. To keep harping on it is dated and counter productive. Nice direction nonetheless.
Link to said Nike Women TVC, please.
Quite a homage to the well known Brightlife thai insurance que sera sera ad…same copy twist at the end about defying the future.
https://www.youtube.com/watch?v=H2V3uYjHM_0