You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look to the Singapore navy’s latest recruitment drive to reflect the resilience and grit by sailors when defending the country’s shores.
The Singapore Armed Forces have been finding ways to combat the expected one-third reduction in the pool of its national servicemen by 2030, due to Singapore's falling birth rates.
As part of its efforts to address the greatest internal challenge the force is facing, the SAF has been on the lookout for more women to consider a career in the army, air force and navy as the pool of qualified male soldiers dwindles.
SAF wants to double its current female population to at least 3,000 and in 2018, set a target to recruit at least 500 to ensure that one in 10 career soldiers will be a woman.
Its latest recruitment ad aims to show how the younger generation has no qualms about joining the Republic of Singapore navy (RSN) despite the tough training, discipline regime and long hours at sea. While their family and friends are generally supportive of their actions, there are some who find their actions questioned.
Created by MullenLowe Singapore, the spot opens with a young woman and an older man arguing in front of a swimming pool, as a voiceover says “Joining the navy? You must be crazy”. The man, who we assume is the woman’s father, then throws her bag angrily into the pool, before viewers are shown how hard the Singapore navy soldiers are training to protect the country.
As the film draws to a close, the scene returns to the swimming pool where we see the woman, who is dripping wet and carrying her wet bag, leaving the man, who is powerless to stop her, we assume, from joining the navy.
This is the latest line of work MullenLowe has delivered for RSN - a relationship it embarked on in March 2020 as part of a strategy to develop and implement a recruitment publicity strategy for RSN's recruitment centre.
The campaign will run across multiple channels including Spotify, social media and out of home.