How Singha Beer Made Thai TV Ads Work
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This vintage Ogilvy & Mather ad for Singha Beer is more than just nostalgia—it’s a masterclass in crafting culturally resonant advertising. It outlines a simple yet powerful formula that blends local insight with universal marketing principles. The focus? Making television commercials that connect deeply with Thai audiences while elevating the Singha brand.
Why It Works
The campaign’s strength came from its simplicity and cultural respect. By highlighting everyday Thai life with authenticity, Ogilvy turned a local beer into a national symbol of pride. The message wasn’t forced—it felt familiar and refreshing, just like the product itself.
The Ogilvy 5-Step Formula
- Position your product clearly—Singha owned its identity as the Thai beer.
- Deliver one powerful promise and keep it simple.
- Build around one big idea the audience will remember.
- Stay consistent over time; great campaigns grow, not fade.
- Treat viewers as humans with depth, not data points.
Creative Variations
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