Tiger TVC spruiks fun

Singapore - Asia Pacific Breweries (APB) has launched its latest TVC for Tiger Beer, as part of a new $30 million BBDO-created brand campaign tagged ‘Tiger Nation, The State of Fun', encouraging young adult Singaporeans to balance work and play.

"Sometimes, Singaporeans tend to forget how to balance material success with social activities, such as relaxing with friends," said Lester Tan, Assistant General Manager for Marketing, APB, told Marketing Weekly. "Since Tiger Beer is positioned as the social glue which brings people together, our ad inspires them to achieve success in the social ‘world' too."

The commercial featured a trio of male executives at a meeting who chorused, "To the pub", upon seeing a searchlight appear in the night sky with the outline of a Tiger bottle. Their female employer stared them down and the men re-took their seats. Another searchlight with the words ‘Shoe Sale' appeared next and all female employees at the meeting suddenly disappeared. The men then happily attended a rooftop party with their Tigers.

"In the TVC, we first recognised that young adults often work late into the night but we also wanted to show that in the Tiger Nation, they also know how to chill out," added Tan. "We salute all of them and want them to join us in the Tiger Nation, The State of Fun!"

The brand campaign also involves ads on outdoor billboards, bus shelters and online, which will run till the end of 2005. Mindshare handled media while Octagon Rose Tan Agency, International Consumer Loyalty Programmes, Galeleo and Proximity also played key roles in the campaign.