Singapore Tourism Board ad lambasted for being ‘so bad it will go viral’

STB adA video created for Singapore’s tourism body has attracted attention for the wrong reasons, with a local news site suggested that it will go viral because it is so bad.

The three-minute promotional film for the Singapore Tourism Board, titled ‘See where the world is heading’, features a couple on a romantic tour of the city-state.

Singapore news site wrote about the video in a post headlined ‘This STB video is so bad it will go viral’.

The post reads: “The people who produced this should be commended for being able to produce a three-minute video on what looks like a $0 budget. The video is cringeworthy and full of cliched dialogue, with the Singapore skyline as the only redeeming feature. They have also redefined what constitutes an awesome surprise (hint: Singapore government-approved) present.”

The video was removed from Singapore Tourism Board’s YouTube channel soon after the post and just 400+ views (it was uploaded on 26 March), but can still be viewed here.

Among the Singapore Tourism Board’s agencies are JWT, which won the main brand account from BBH a year ago, and M&C Saatchi, which handed the account that targets the business community in August last year.

Update: Singapore Tourism Board has since responded to criticism of the video, saying that it was produced by Filipino broadcaster CBS-CBN and the response to the content on STB’s Philippine Facebook page had “largely been positive”.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing