Striking visuals, empowering statements and a sickening tagline — that’s basically the formula for recruitment ads in Singapore. It’s fascinating really. I am in no way a patriotic person, but when I see these military personnel safeguarding our nation, I feel an overwhelming surge of loyalty to the country (if you know, you know).
It’s truly as if you’re witnessing a particular uplifting speech or rally. Like a military drill sergeant yelling at you and suddenly, you’re doing push-ups and holding a gun? I guess that’s the point.
Whenever recruitment season rolls around, I’m bombarded with a flood of energetic, self-aggrandising ads plastered around MRT cabins. The one that truly stands out, going above and beyond (pun intended), is definitely the RSAF.
Honestly, it sells itself — soaring to greater heights, rising above everyone else and all that jazz. And then there’s the iconic “RSAF & You: Limitless Together” ad. The absolute chokehold this had on the nation. Everyone around me, even those indifferent to advertising, was talking about it. The dynamic visuals, upbeat soundtrack, the split-screen style (which while I usually avoid as a rule-of-thumb, this was done so well) — people were absolutely hooked.
Source: Screencap from https://www.youtube.com/watch?v=8clfbPEGCuk
And beyond the spectacle of the aforementioned ad, the other convocations also give their all. They generally use a mix of clever wordplay and stirring imagery. For instance, the Navy ads have the tagline “It’s Not Crazy, It’s The Navy”, accompanied by the subline “Courage Runs Deep”. It’s pretty standard wordplay but somehow I feel it in my bones.
Source: https://www.mindef.gov.sg/oms/dis/
Or for the digital force of the SAF, they took on the mantle of “Guardians Of The New Frontier” with the tagline “How We Fight Has Changed. Why We Fight, Hasn’t.”. Both of which inspire a certain patriotism, like a driving force almost, that stirs something akin to pride and protectiveness.
Most of the time, these campaigns centre around a video as the main attraction. These videos are typically characterised by a manifesto-like tone, often detailing Singapore’s humble beginnings and how it is our rightful responsibility to protect it, inspiring a sense of belonging and obligation. Despite these embellishments, they never detract from the main message, which is always— we are cool, and you should be part of it.
The most interesting thing, by far, is that if you ask anyone from the military, these “cool” aspects are rarely mentioned. Most will talk about the day-to-day routine, almost as if it’s like any other job (which it is). But I suppose that is simply the nature of advertising. Who would want to join a force that’s just regular?
Recruitment ads constitute a unique genre in Singapore’s advertising landscape, and they’re definitely a noteworthy part of it. It might have something to do with how it gives us access to a world most people have never seen or that the military is simply inherently cool. But whatever the reason, they’ve certainly mastered the formula for creating a successful, engaging and inspiring ad. Personally, I have no interest in the military, but even I have to hold myself back from belting out an NDP song on the train sometimes.
Joyce Ng