Singapore Airlines thinks out of the box

While most airline commercials boast vast fleets and luxury flying experiences, Singapore Airlines’ latest campaign captures the whimsy and wonder of air travel without ever leaving home. 

Created by TBWA in collaboration with SixToes and Copenhagen-based director Marcus Møller Bitsch, this beautifully executed spot combines charismatic stop-motion storytelling with a sublime soundtrack to capture the sensory bliss of flying with SIA. 

Titled The Sound of Singapore Airlines: A melodic journey awaits, the 30-second film depicts a SIA Business Class cabin, set within a decorative handmade music box that takes the shape of a suitcase.

Accompanied by the airline’s signature melodies, the spot takes viewers on a tranquil trip through scenic landscapes and vibrant cities to evoke the feelings of wanderlust associated with the Singapore Airlines experience.

“With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craft making to weave a sensory experience through music. We’re thrilled to witness this film come alive,” said Loo Yong Ping, deputy executive creative director of TBWA\Singapore.