{"id":6789,"date":"2017-08-17T03:23:20","date_gmt":"2017-08-17T03:23:20","guid":{"rendered":"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/circles-lifes-ad-is-in-poor-taste-but-it-really-isnt-that-bad-either\/"},"modified":"2017-08-28T02:26:13","modified_gmt":"2017-08-28T02:26:13","slug":"circles-lifes-ad-is-in-poor-taste-but-it-really-isnt-that-bad-either","status":"publish","type":"post","link":"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/circles-lifes-ad-is-in-poor-taste-but-it-really-isnt-that-bad-either\/","title":{"rendered":"Circles.Life\u2019s Ad Is In Poor Taste, But It Really Isn\u2019t That Bad Either."},"content":{"rendered":"<p><span style=\"color: rgb(0, 0, 0); font-family: &quot;Open Sans&quot;, Arial, sans-serif; font-size: 15.5px;\">It seems that in Singapore, controversial advertisements are becoming quite the norm.<\/span><\/p>\n<p><!--more--><\/p>\n<p>It seems that in Singapore, controversial advertisements are becoming quite the norm.<\/p>\n<p>In the days preceding this year\u2019s National Day, the unfortunately-named <a href=\"http:\/\/mothership.sg\/2017\/08\/maki-san-sushi-changes-maki-kita-to-harmony-maki\/\">Maki Kita<\/a> promotion by Maki San generated quite a bit of buzz. Likewise, a couple of months ago, a <a href=\"http:\/\/mothership.sg\/2017\/06\/pink-dot-ad-in-cineleisure-sparks-calls-to-report-matter-to-police\/\">Pink Dot banner that was hung <\/a>in Cineleisure also caused a slightly bigger stir online.<\/p>\n<p>Right on schedule, Singapore\u2019s next advertising controversy has arrived, and it comes in the form of an outdoor advertisement by a local telco, Circles.Life.<\/p>\n<p>On 13 August, local netizen Hazirah Mohamad posted a rant on her Facebook page about Circle.Life\u2019s latest advertising campaign which has been displayed at bus stops and MRT stations all around Singapore, and online on their Facebook page.<\/p>\n<p>In her post, she raised the issue of how the telco \u201cjuxtaposed\u201d poverty and world hunger with what can clearly be seen as a first world problem\u201d, and called for the ads to be taken down.<\/p>\n<p><iframe loading=\"lazy\" allowtransparency=\"true\" frameborder=\"0\" height=\"702\" scrolling=\"no\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fhazi.mohd%2Fposts%2F10213730731043838&amp;width=500\" style=\"border:none;overflow:hidden\" width=\"500\"><\/iframe><\/p>\n<p>Looking at the ad, it\u2019s not hard to argue against Hazirah\u2019s understanding of the advertisement. Quite obviously, it does seem to intentionally use the context of world hunger to push its message for its attractively affordable mobile data plans.<\/p>\n<p>However, before pitchforks are sharpened and angry petitions are made, let\u2019s take a step back and look at the meaning of this advertisement with perhaps some cooler and calmer heads.<\/p>\n<h2>\nWhat\u2019s In An Advertisement<\/h2>\n<p class=\"rtecenter\">First, let\u2019s understand how an advertising campaign works. Behind every poster and television commercial you see, there is always a plan.<br \/>\n<img decoding=\"async\" loading=\"lazy\" class=\" size-full wp-image-6784\" alt=\"\" src=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/2_33.jpg\" style=\"width: 700px; height: 466px;\" width=\"696\" height=\"463\" srcset=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/2_33.jpg 696w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/2_33-480x319.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 696px, 100vw\" \/><\/p>\n<p class=\"rtecenter\"><a href=\"http:\/\/www.theindependent.sg\/netizens-troll-social-justice-warriors-triggered-by-hungry-for-more-data-telco-ads\/\">Source<\/a><\/p>\n<p>Think of the plan as the skeleton of a campaign, without it, it all falls apart. The plan contains plenty of important information that determines the success of an advertisement. For example, it tells clients and advertisers where an ad should be placed, what kind of tone it should carry, and how it should be executed, among other equally important things.<\/p>\n<p>Above all, it serves a key message \u2013 a straightforward statement that calls to action what a company wants to achieve, such as for example, higher sales, a better brand image, or awareness of a product.<\/p>\n<h2>\nSo, what is Circles.Life\u2019s likely key message here?<\/h2>\n<p>While I can\u2019t read the minds of the agency responsible \u2013 which was <a href=\"http:\/\/www.marketing-interactive.com\/circles-life-responds-to-controversy-over-hungry-for-more-data-ads\/\">ad agency VML<\/a> by the way \u2013 I am probably guessing that Circle.Life\u2019s primary message was that Singaporeans suffering from a lack of mobile data can solve that problem by subscribing to Circle.Life\u2019s mobile data generous plans.<\/p>\n<p>Instead of plastering the typical \u201cHey, need more data?\u201d slogan, they decided to draw on a serious, legitimate social issue to serve this message.<\/p>\n<p>The visual elements from their campaign, which has been displayed both online and outdoors, seem to support it. The models on the ad are dark and moody, used to illustrate the \u201cfirst world sadness\u201d that arises when you don\u2019t have enough mobile data.<\/p>\n<p class=\"rtecenter\"><img decoding=\"async\" loading=\"lazy\" class=\" size-full wp-image-6785\" alt=\"\" src=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/3_33.jpg\" style=\"width: 700px; height: 267px;\" width=\"1200\" height=\"457\" srcset=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/3_33.jpg 1200w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/3_33-980x373.jpg 980w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/3_33-480x183.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" \/><\/p>\n<p class=\"rtecenter\"><a href=\"https:\/\/www.facebook.com\/CirclesLifeSG\/photos\/a.1639311783021760.1073741827.1520156088270664\/2010798709206397\/?type=3&amp;theater\">Source<\/a><\/p>\n<p>The text \u2013 which was arguably the controversial part \u2013 draws on the familiarity of world hunger and deprivation advertisements that we see ever so often to further put across that key message.<\/p>\n<p>So yes, Hazirah\u2019s concerns are not entirely wrong. Circles.Life is using the context of a serious global problem and purposely drawing on the emotions surrounding it to sell their product.<\/p>\n<p>That perhaps places the poster in slightly bad taste. Think of it as the equivalent of placing Hitler in those famous \u201cGot Milk\u201d advertisements. It kind of works, but it also kind of makes you feel uneasy about the entire thing.<\/p>\n<h2>\nTaking It Too Seriously?<\/h2>\n<p>Although the advertisement\u2019s strategy is pretty clear to accept, we need to perhaps to re-look at how we should react to it.<\/p>\n<p>When approached, the <a href=\"http:\/\/www.marketing-interactive.com\/circles-life-responds-to-controversy-over-hungry-for-more-data-ads\/\">telco declined to comment on the issue,<\/a> and instead thanked netizens for their \u201cfeedback\u201d.<\/p>\n<p>It\u2019s easy to understand that reply, as the response to their posters was surprisingly quite well received. A quick glance at the campaign\u2019s related posts \u2013 which began on 1st August \u2013&nbsp; on their Facebook page revealed mostly enquiries and feedback on their services.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\" size-full wp-image-6786\" alt=\"\" src=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/4_30.jpg\" style=\"width: 700px; height: 500px;\" width=\"1200\" height=\"857\" srcset=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/4_30.jpg 1200w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/4_30-980x700.jpg 980w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/4_30-480x343.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" \/><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\" size-full wp-image-6787\" alt=\"\" src=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/5_28.jpg\" style=\"width: 700px; height: 500px;\" width=\"1200\" height=\"857\" srcset=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/5_28.jpg 1200w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/5_28-980x700.jpg 980w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/5_28-480x343.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" \/><\/p>\n<p>So it seems that despite Hazirah\u2019s concerns, the everyday Singaporean seemed nonchalant about the deeper issue, and that is an interesting reaction. While the advertisement made some of us feel uncomfortable, is being uncomfortable really such a bad thing?<\/p>\n<p>The advertisement is edgy and controversial, but perhaps that is a good sign for advertising.<\/p>\n<p>It is almost a predictable trope that Singaporeans online love to fight for a more liberal media and to complain about the lack of freedom of speech. However, they also often forget that advertising is also part of that media.<\/p>\n<p>The fact that this advertisement made it past the strict censors of the Media Development Authority of Singapore (MDA) suggests that beyond certain OB markers, they are beginning to dull their scissors a little bit.<\/p>\n<p class=\"rtecenter\"><img decoding=\"async\" loading=\"lazy\" class=\" size-full wp-image-6788\" alt=\"\" src=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/6_19.jpg\" style=\"width: 700px; height: 466px;\" width=\"1200\" height=\"799\" srcset=\"https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/6_19.jpg 1200w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/6_19-980x653.jpg 980w, https:\/\/server1.webstudio.com.sg\/~staging\/ypsg\/wp-content\/uploads\/2017\/08\/6_19-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" \/><\/p>\n<p class=\"rtecenter\"><a href=\"http:\/\/www.nydailynews.com\/life-style\/controversial-ads-time-gallery-1.1714547?pmSlide=1.1714532\">Source<\/a><\/p>\n<p>Don\u2019t forget, this was the same MDA which banned a<a href=\"https:\/\/sg.news.yahoo.com\/abercrombie---fitch-advertisement-suspended-by-authorities.html\"> topless male banner <\/a>from Abercrombie and Fitch back in 2011, and censored part of a Les Miserables production for an <a href=\"http:\/\/www.straitstimes.com\/singapore\/same-sex-kiss-cut-from-singapore-staging-of-les-miserables\">unscripted kissing scene<\/a> last year.<\/p>\n<p>Of course, both incidents were related to sexual themes, which is a very clear no-no in MDA\u2019s books. Outside of that, there seems to be more leeway in regards to other controversial issues, and maybe we shouldn\u2019t push the boundaries that they can already operate within.<\/p>\n<p>This is because instead of having to see the same boring and politically correct advertisements all the time, campaigns like the one Circles.Life put forth are a refreshing change of scenery.<\/p>\n<p>With the right discretion, it can make the advertising game more competitive and exciting and allow these agencies more creativity in conceptualising messages and ideas.<\/p>\n<p>We also often forget that advertising is an art, and it takes time, effort and most importantly, a space for something good to be churned out.<\/p>\n<p>Also, as stated earlier, our media landscape is already constrained as it is, and we should perhaps try to avoid adding more to the list of OB markers in Singapore.<\/p>\n<p>If every edgy ad was pulled because of a few unhappy complaints about a social issue, you send the message to agencies and their clients that a controversial, outside of the box approach to advertising is not the way to go.<\/p>\n<p>When that happens, you\u2019ll be seeing the same old straightforward cookie cutter ad being shoved in your face everyday. Trust me, that\u2019s a real issue because studies have shown that we actually subconsciously consume at least 5,000 ads a day.<\/p>\n<p>So, if I\u2019m going to have thousands of advertisements shoved in my face daily, I\u2019d rather have one that was unique and intriguing, and not something that would put me to sleep.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It seems that in Singapore, controversial advertisements are becoming quite the norm.<\/p>\n","protected":false},"author":1,"featured_media":6790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[23],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Circles.Life\u2019s Ad Is In Poor Taste, But It Really Isn\u2019t That Bad Either.<\/title>\n<meta name=\"robots\" content=\"index, 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