Singapore’s Land Transport Authority and The Secret Little Agency this month launched the first ad in a three-part series showcasing Singapore’s electric vehicle readiness.
This action-packed spot dives into the world of cinema to accelerate the rollout of EV infrastructure in Singapore.
Jonathan Yip, Associate Creative Director at The Secret Little Agency, is behind the impactful campaign ‘Now Showing on Roads Near You’, which uses the language of film to seamlessly integrate electric vehicle readiness into Singapore’s culture. Reveal some creative inspiration.
LBB>’Now Showing on Roads Near You’ campaign uses cinematic storytelling to showcase electric vehicle readiness. What led to your decision to leverage the language of film, and how do you think it contributes to making electric vehicle readiness part of everyday culture?
Jonathan＞ Many Singaporeans believe that cities are still far away from being able to accommodate electric vehicles, and that the country’s infrastructure is not fully prepared for EV adoption. It was necessary to inform the public that there are many electric cars nearby. We knew that the thrills and drama of movie trailers were an effective way to appeal to a diverse audience. After all, who doesn’t love the excitement of a good movie trailer?
LBB> Presented as an action thriller, the first film in the series emphasizes the longevity and range of electric cars. How did you work with Abundant Films and director Jesse James McElroy to create an action-packed story that also educates viewers about the capabilities of electric cars?
Jonathan＞ Jesse and I knew from the beginning that if the gag had started within the first 15 seconds, it would have failed. We both learned to take this film beyond advertising and into the world of entertainment. There was a lot of back and forth between us to find and straddle the fine line and create a spot that conveys an appealing yet strong message about the benefits of electric vehicles.
LBB> The film follows the protagonist as he undertakes a thrilling mission to save his family with a single charge of an electric car. How did you balance the entertainment value of an action thriller with the informative aspects of an electric car series to create a compelling and educational viewing experience?
Jonathan＞ We knew that if we kept the important message at the core, we would come up with the most dramatic and flashy way to convey it. And since we were all movie buffs, this was the part the team enjoyed the most. I delved into many movie genres. We thought his gripping action thriller about a man on a mission across Singapore was the perfect way to show off the battery life of electric cars.
LBB> This campaign aims to clearly inform the public about the readiness of electric vehicles. Can you share specific strategies to ensure your campaigns resonate with a wide audience and become part of everyday conversation?
Jonathan＞ We found that Singaporeans already have a high awareness of the benefits, primarily environmental benefits, of adopting EVs in today’s modern society. However, there was a gap in confidence in the EV infrastructure needed to switch to electric vehicles. So we knew that LTA’s job was not to make people believe in an EV future, but to show Singaporeans that the EV future was already here. You can see it in his more than 60,000 charging stations across the country, in the electric bus fleet already on the roads, and in government policies that seek to seamlessly integrate EVs into our streets. So, whether you’re a driver or not, Singapore’s electric future is part of our daily lives, and LTA will continue to develop further and standardize green transportation for everyone.
LBB>The choice to release the film from mid-January to early February leading up to the Lunar New Year period is attractive. How do you envision the impact of the campaign this festive season and what cultural aspects will be incorporated into the film to connect with the audience?
Jonathan＞ While the first two trailers focused on electric vehicles, the final trailer needed to appeal to the bus-riding Singaporean public about sustainable bus riding. We decided to collaborate with Singaporean celebrity and film director Jack Neo. Coincidentally, Jack Neo had released the third installment of his film Money No Enough just before the Lunar New Year period.
Singaporeans young and old will recognize the lead actors in the trailer. We asked another local celebrity, Henry Teer, to play the main character in the third trailer. Henry is known for lovingly portraying the daily lives of Singaporeans in a number of local films, mostly directed by Jack.
By combining a beloved Singaporean director and actors, a hyper-local script, and the strategic decision to release the third trailer just one week before the release of Jack’s film, our client’s sustainable transportation initiatives. Millions of Singaporeans will be able to relate and empathize.