Singapore Airlines launches ‘The lengths we go to’ global brand campaign

Singapore Airlines has launched a new global brand campaign.

Called “The lengths we go to”, the campaign aims to show how the carrier puts the customer first.

TV ads, which feature long-standing brand icon the Singapore Girl as the protagonist, were shot in Fujian in China, Glasgow in Scotland and Venice in Italy by ad agency TBWA.

The above ad launched today, with more to follow in the coming weeks that are already hosted on SIA’s YouTube page.

Singapore Airlines’ EVP commercial, Mak Swee Wah, said: “Making every customer feel at home when they fly with us has always been the cornerstone of our service philosophy. Our customers’ preferences have always been the foremost consideration in the curation process for our new products which are sourced from all over the world. This new campaign sets out to reaffirm this commitment.”

He added: “The scenarios in the advertisements are examples of our commitment to delivering a special experience to our customers, with the Singapore Girl symbolising the lengths to which we go to bring them the feeling of home on every flight. The essence of the Singapore Girl and her gentle, caring ways remain especially relevant today. In this ever-changing world, it is even more important for service excellence to be the key differentiator.”

The airline launched a ‘making of’ video on the commercial last week.


TBWA (ad agency)

  • Creative Director – Mel du toit
  • Art Director – Reggie Ocampo
  • Copywriter – James Holman
  • Planning:
  • Head of Strategy – Robin Nayak
  • Account Servicing:
  • Group Account Director – Dawn Lee
  • Group Account Director – Serene Koh

SixToes TV (production house)

  • Executive Producer – Haydn Evans
  • Senior Producer – Sariyanti Sannie

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