Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

LOOK Local funeral services ad with celeb endorsement raises eyebrows

share on

Singapore Funeral Services (SFS) has placed a print advert in The Straits Times in the obituary section promoting its funeral services.Fronting the campaign is local celebrity Marcus Chin who said “Call now to feel the SFS difference”. It follows with “preplan a funeral from SG$138 a month” for extra value appeal and a hotline.While I know today we are moving to an "experience economy" and marketers are trying to outdo each other and give the consumers memorable moments to remember a brand by, this is one experience I would probably not want to "feel" too intensely about.According to Fiona Bartholomeusz, managing director of creative agency Formul8 the effort came of rather morbidly. She said, while there is nothing wrong in advertising the service, the manner, tonality and approach needs to be sensitive, sympathetic and tasteful.“The idea of using a minor celebrity to endorse it is just plain tacky and the copy leads me to believe that something must have been lost in translation.”She added that although SFS was likely referring to their service levels when talking about “feeling the difference”, Singapore is still an Asian society where people typically do not discuss death or mortality in this manner- and most definitely not before someone has passed on. As such, the ad can hence come across as tasteless.“While death is inevitable for everyone eventually and I’m sure there is a lucrative business in here somewhere, one has to keep in mind that it is not something people like to think about or dwell on,” she said.Agreeing with her is Ng Khee Jin, founder of local ad agency Wild Advertising & Marketing who added that seeing celebrity endorsements in a funeral services ad is a first for him.“It may resonate with people if the choice of celebrity is relevant. What does he mean by 'feel the difference'? Please don't say things like this during the Seventh month. It's giving me goosebumps,” he added.He added that discreet professionalism also needs be a strong selling point in the grieving business adding:Feel the difference’ may be more apt if this was for a motor oil or condom ad. 

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window