UPDATE: TBWA set to launch major Singapore Airlines brand campaign

TVC launched 5 February:

Behind the scenes:

In the run-up to the TVC’s on-air debut, ‘Making of’ videos about the new commercial are available online at various video sharing sites and forums.

Titled ‘A journey with the Singapore Girl – the making of’, the videos feature on-location filming in four cities, including San Francisco, Jaisalmer in India, Paris in France and Wuzhen in China.

In each location, the iconic Singapore Girl can be seen walking along, greeting and gently helping the people she encounters along the way.

The TVC’s director appears to be Michael Spiccia, whose background in music videos led him to work with the likes of Baz Luhrmann and Catherine Martin. The Australian native has worked with artists such as Evermore, End of Fashion and Bob Evans.

The TVC also appears to utilise a Revolution Camera steadicam rig, and the music is a soothing orchestral arrangement.

This is the first dedicated hostess campaign since 2003, returning focus to the icon upon which the brand was built by Ian Batey upon the airline’s launch 39 years ago.

Asked about his most famous creation, Batey said that surely enough has been written about the Singapore Girl over the years.

“Clearly you have to keep her fresh and relevant to the changing times, not only in the cabin but in how she’s presented to the community at large.”

Continued Batey, “The most powerful brand stewards of the Singapore Girl are the Singapore community, they tend to be critical, they are the most powerful judges.”

“Any brand has to remain relevant to the changing times, you’ve got to be on your toes in every shape or form,” he added.