RSAF jets off with timely adrenaline-pumping Top Gun-like ad

The Singapore Air Force wants potential candidates to find their #AboveAll in its latest adrenaline-pumping recruitment ad featuring fast cuts and fighter jets weaving. The Top Gun-like ad also celebrates the female fighter pilots in the force, taking viewers from an animated environment into the real world. Done in collaboration with BLKJ Havas, the ad will run in cinemas, OOH, digital, and social for the next three months before dovetailing into follow-up executions.

Rowena Bhagchandani, CEO of BLKJ Havas, told MARKETING-INTERACTIVE that the ad may be skinned like an anthem spot but like the rest of the campaign, its DNA is first and foremost social. "Instead of pulling down the long-form into cutdowns for social, we built the manifesto film ground up from short-form social content portraying individual stories, events and heroics of RSAF personnel," she explained.

According to her, the idea for Find Your #AboveAll is rooted in the Gen Z insight of living one's best life. The team wanted to shift "Above All" from being an official creed of the RSAF to being a personal mantra for each and every servicewoman and man. "From defeating personal limits to crushing gender stereotypes, the idea is not just a slogan, it is an invitation for all of us to find the greatest version of themselves," she added.

BLKJ Havas was appointed last year following a pitch which concluded in December 2020. The appointment is for three years and the previous incumbent was DDB Singapore. The agency currently works with the RSAF to drive its recruitment efforts by developing fully integrated campaigns across ATL, BTL, digital and on-ground platforms. Bhagchandani said previously that the agency hopes to show young Singaporeans that the RSAF is where they will find the greatest versions of themselves. “The Air Force is not just one of the most important organisations in Singapore, it’s also one of the most inspiring places to work: a place where science, engineering and tech come together with guts, wits and willpower," she added then.

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