From products and services to stories and characters, advertisements have reflected Singapore’s history and identity in many ways. Early advertisements in Singapore mirrored the nation’s emergence from its colonial past and an aspirational view of the West. The iconic Singapore Girl ads put a piece of Singaporean identity to the global stage.
The growing population of the 1970s to 1990s was captured through iconic ads for Ribena, Milo, and Scott’s Emulsion—brands that resonated with families and children during that era. As Singapore developed, ads began to embrace local flavours with McDonald’s “One Day in Singapore” and IKEA’s “Gangsters,” reflecting scenarios rooted in Singaporean culture. The prominence of telecommunications is evident from memorable ads like M1’s “Indian Restaurant” and Singtel’s “Pager Girl.”
During COVID-19, ads featuring icons like Phua Chu Kang and dialect reminded us to stay connected to our roots in tough times.
00:00 Introduction
01:20 What early ads in Singapore were like
03:01 Cigarette ads on TV in the 1960s
06:12 Tiger Beer’s first TV commercial
07:26 Singapore Airlines and the Singapore Girl ads
11:15 Which other Girl was featured in the 1970s?
12:39 Meet Nora, a 1970s POSB Girl
14:27 POSB’s contribution to nation building
15:29 The 1970s Ribena ad
17:48 Entertainers share their Milo memory
18:47 Remember the Scott’s Emulsion ad?
19:44 Ad regulations in the 1980s
20:31 Jeremy Monteiro explains jingles
21:34 Can you guess these popular jingles?
23:04 Pizza Hut: the forefathers of delivery today
23:40 Dick Lee recounts his Mcdonald's jingle
24:48 McDonald’s “A Day in Singapore” ad
27:30 IKEA’s take on localising a gangster movie
31:04 People behind M1 Indian Restaurant ad re-unite
34:06 Singtel’s 120th Anniversary campaign and Pager Girl
36:20 How Starhub’s Sparky ad came to be
40:15 Why PCK was used when COVID19 hit
42:27 Gov.sg’s Vaccinate Already? ad in dialect
44:45 The real impact of advertisements
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About On The Red Dot: CNA's weekly programme documents the stories of ordinary Singaporeans and celebrates their resilience, identity and sense of belonging.
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