M1 makes penguins brighter

Singapore - M1 has released its latest TVC featuring a penguin outwitting a university scholar, as part of its new ‘Brighter' brand campaign, to strengthen its new brand identity and slogan.

Similar to its previous TVC which showed Einstein being outsmarted by a family of squirrels, the latest TV spot is a tongue-in-cheek display of how, with help from M1, even a humble penguin can be 'brighter' than a university scholar. Shot by Thai director Suthon Petchsuwan, the ‘Brighter' campaign is the first big campaign that he has worked for since his recent departure from Matching Studios to set up his own production company, Mum Films.

The ‘Brighter' branding also includes an updated logo produced by Bonsey Design. Creation of the TVCs was done by TBWA/Tequila Singapore.

"The ‘Brighter' TVCs break the mould of telco advertising in Singapore. They're unconventional, with an off-beat sense of humour, but still communicate why M1 is the brighter choice. But there's more to the campaign than just advertising, 'Brighter' will be the foundation of all marketing communications: from ads, to DM, and from interactive campaigns to internal communications," Graham Kelly, executive creative director, TBWA/Tequila said.