Wednesday, September 2, 2009
Think positive !
The ad is a reflection of the 3 classes in Singapore society:
1. The monkey represents the low-income, which has no choice but to accept peanuts for wages.
2. The elephant represents the middle-income, which has limited contact with the lower class but cannot connect with their struggle to make ends meet, hence the suggestion that they should think positively.
3. The giraffe represents the upper-class, which is completely oblivious to the struggles of the middle and lower classes. Once in a while, they stick their heads down from the clouds and have a look around, but are not bothered by the economic crisis in any way.
The commercial deserves an award for its deep insights into Singapore society.