Singapore’s ‘Kick the habit’ anti-gambling ad voted nation’s favourite TV spot

I hope Germany will winSingapore’s ‘Kick the Habit’ anti-gambling ad, which went viral and was spoofed on US comedy shows for inadvertently predicting the outcome of the World Cup last year, has been named the nation’s favourite TV ad, according to a survey of the public by broadcaster MediaCorp.

The ad, created by local agency Goodfellas with media by UM Singapore, claimed the Favourite Television Commercial award at MediaCorp’s Laurels Awards last night, which recognise Singapore’s most popular ads.

The big winner on the night was BBH APAC’s Bookbook film for Ikea, which parodied people’s obsession with Apple products for the launch of the 2015 Ikea Catalogue. It won the Favourite Radio Commercial, Best Transmedia Campaign and Best of Show Awards.

BBH also won the Best Homegrown Award for new client UOB, which the agency won from Leo Burnett at the end of last year. Its ‘Carousel’ and ‘Vase’ television commercials, “charmed the jury with compelling storytelling depicting the importance of trust”, according to MediaCorp.

A campaign by DDB for Singapore’s Breast Cancer Foundation, which ran in two editions of MediaCorp’s TODAY newspaper, was named Favourite Print Ad.

Breast Cancer Foundation ad

The Singapore Kindness Movement was also awarded for its ‘A Nation of Kindness Starts with One’ campaign by 3-Sixty Brand Communications.

The Favourite Awards segment was voted on by the public, while the Homegrown Campaign, Best Transmedia Campaign and Best of Show awards were voted on by a panel of ad and media execs.

Christina Chua, SVP for marketing and sales planning at MediaCorp, said in a story on Channel NewsAsia: “It is an honour to work with the best minds in the industry in driving creative effectiveness that appeal to the consumers. Huge congrats to our winning clients and agency partners for pushing the creative boundaries and who continually trust us to bring their ideas to life.”

The ‘Kick the habit’ commercial also picked up an award at the Institute of Advertising Singapore’s Hall of Fame Awards. IAS said that the campaign had been effective in deterring bettors from excessive gambling.


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