BRUNO MARS X ROSÉ,
LIFE-CHANGING AD AND MENTAL HEALTH DAY
Rika Rufina, Andrew Lim
Secret Lives of Singaporeans is an ongoing collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s
INSPIRATION TO DO
EACH ISSUE COMPRISES
• One thing people in Singapore are talking about
• One thing people in Singapore are searching for
• One thing that’s in the news in Singapore
ONE THING PEOPLE ARE TALKING ABOUT:
LIFE-CHANGING AD
WHAT PEOPLE ARE TALKING ABOUT:
LIFE-CHANGING AD
A Reddit.SG thread examined a recruitment ad users initially thought was AI-generated, with some claiming it was poorly rendered CGI. Many suggested using more dynamic imagery, questioning the absence of real people and emphasising the need for authentic representation.
While the ad aims to convey life-changing experiences, the visuals ultimately feel otherwise.
SO WHAT:
Authenticity matters, especially in context.
“You’re implying that you really have no one that you’re proud enough of…or that everyone is too embarrassed to be publicly shown as part of the organisation.” - Redditor
There’s a time and place for AI/CGI, but when the subject matter is so deeply human – like recruitment and changing lives –depicting real people should be non-negotiable.
ONE THING PEOPLE ARE SEARCHING FOR:
WHAT PEOPLE ARE SEARCHING FOR:
(Bruno Mars x Rosé) APT SONG
Rosé is launching her solo era and this single marks the K-pop star's first release since announcing her debut solo album, rosie. The song is inspired by her favourite Korean drinking game called Apartment and interestingly, throughout the song, both Rosé and Bruno Mars stick to the Korean pronunciation of apartment (pateu or 아파트).
Find the steps to the APT game here!
SO WHAT:
Brand collaborations are generating major buzz among fans, especially unexpected pairings such as McDonald’s X Crocs and Coke X Oreo. Here are a few more worth mentioning from this year –Fendi X Skims and Nissin X 328 Katong Laksa!
The right pairing can lead to increased brand recognition and an unexpected pairing is simply genius! These partnerships introduce brands to new audiences, as seen with this Rosé X Bruno Mars collab, creating unique experiences and engaging consumers in new, fresh and mind-blowing ways.
MENTAL HEALTH DAY
ONE THING THAT’S IN THE NEWS: MENTAL HEALTH DAY
In recognition of World Mental Health Day, McDonald’s Singapore launched the ‘Lovin’ Me’ campaign to support young Singaporeans' emotional well-being. Amid rising youth mental health concerns, the initiative promotes selflove, resilience, and offers mental health resources. The campaign features an anthem, podcast series, and a tailored playbook. Led by local artists, the anthem and podcast encourage open dialogue and acceptance. Rooted in youth focus group insights, the campaign aims to create a supportive community for mental well-being.
SO WHAT:
Introducing mental wellness initiatives requires sensitivity and care. Identifying social tensions and aligning them with the brand's purpose can make campaigns more meaningful and enhance brand value. Uplifting and supporting communities enables brands to demonstrate their values and forge a deeper emotional bond with consumers.
