How The Secret Little Agency Made Blockbuster Entertainment out of Singapore’s Electric Future
Singapore’s Land Transport Authority and The Secret Little Agency this month launched the first ad in a three-part series to signal Singapore’s electric vehicle readiness.
The action-packed spot dives into the cinematic realm to promote the roll-out of EV infrastructure in Singapore.
Associate creative director at The Secret Little Agency, Jonathan Yip, unveils the creative inspiration behind the electrifying campaign, "Now Showing on Roads Near You," using cinema's language to integrate electric vehicle readiness into Singaporean culture seamlessly.
LBB> The campaign, "Now Showing on Roads Near You," uses cinema storytelling to showcase electric vehicle readiness. What inspired the decision to leverage the language of cinema, and how do you believe it contributes to making electric vehicle readiness a part of everyday culture?
Jonathan> Many Singaporeans believe an electric-vehicle-ready city is still in the distant future and that the country’s infrastructure isn’t entirely set for EV adoption. We needed to inform the general public that many electric vehicles are nearby. We knew that the thrill and drama of movie trailers were an effective way to speak to the different audience segments. After all, who doesn't love the excitement of a good movie trailer?
LBB> The first film in the series presented as an action thriller, emphasises the longevity and range of electric vehicles. How did you collaborate with Abundant Films and director Jesse James Mcelroy to craft an action-packed narrative that also educates viewers about the capabilities of electric cars?
Jonathan> From the get-go, Jesse and I knew that we would've failed if the gag had been up within the first 15 seconds. We both learned we would take the film past advertising, and into entertainment. There was a lot of back and forth between us, finding that fine line, straddling it, and creating a spot that captivates yet delivers a strong message about the benefits of electric vehicles.
LBB> The film follows a protagonist on a thrilling mission to save his family on one electric vehicle charge. How did you balance the entertainment value of the action thriller with the informative aspects of the electric vehicle range to create an engaging and educational viewing experience?
Jonathan> We knew that if we kept the key message at the crux, it was about dreaming up the most dramatic, over-the-top way to deliver it. And since we were all movie buffs, this was the part that the team enjoyed the most. We dug into the plethora of movie genres. We thought a gripping action thriller of a man completing tasks all around Singapore was the perfect way to show off the battery range of electric vehicles.
LBB> The campaign aims to make electric vehicle readiness hyper-visible to the public. Can you share specific strategies to ensure the campaign resonates with a broad audience and becomes a part of everyday conversations?
Jonathan> We found that Singaporeans already had a high awareness of the benefits, primarily environmental, of adopting an EV in today’s modern world. However, there was a disconnect in their confidence in EV infrastructure for them to switch to electric. So we knew that LTA’s job wasn’t to make people believe in an EV future but to show Singaporeans that our EV future is already here. We see it in the 60,000+ charging stations across the nation, we see it in the electric bus fleets that are already on our roads, and we see it in the government policies that work to integrate EVs onto our streets seamlessly. So whether you’re a driver or not, Singapore’s electric future is part of our everyday life, and LTA will continue to develop further and normalise green transportation for all.
LBB> The choice of releasing the films between mid-January to early February, leading up to the Chinese New Year period, is fascinating. How do you envision the campaign's impact during this festive season, and what cultural aspects are integrated into the films to connect with the audience?
Jonathan> While the first two trailers focused on electronic vehicles, the last one about sustainable bus rides needed to speak to the Singaporean masses who were on board those buses. We decided to work with Singaporean celebrity and film director Jack Neo, who coincidentally, was releasing the third instalment of his movie, Money No Enough, just before the Chinese New Year period.
Young and old Singaporeans will recognise the lead actor in our trailer. We engaged another home-grown celebrity, Henry Thia, to play the protagonist in the third trailer. Henry is lovingly known for portraying the everyday Singaporean in many local films, mostly directed by Jack.
Combining a beloved Singaporean director and actor, a hyper-local script, and the strategic decision to release the third trailer just a week before Jack’s movie will allow us to connect and relate to the millions of Singaporeans about our client’s sustainable transport initiative.
