Le Pub Singapore has updated Tiger’s long-term emphasis on bravery in an attempt to come up with something a bit more relatable. This new work wants us to buy into the idea that there’s a tiger in all of us, just waiting to be unleashed.
Whether you are base jumping or making a crucial presentation at work, your inner tiger will show up when you need it. Although it’s probably better not to drink too much beer before you do either of these things.
Sam Fielding, global brand director of Tiger Beer, said: “The creative challenge was to disruptively move beyond traditional heroism and show courage as something raw, authentic, and inherently human – something that already exists in all of us. We wanted to craft a bold visual metaphor where the Tiger becomes a mirror, reflecting each person’s inner strength. More than a campaign, we’re igniting a conversation that celebrates the courage in all of us, reminding viewers to uncage their own inner Tiger.”
Stephan Schwarz, executive creative director of LePub Singapore, said: “Courage has always been sold to us as something rare, reserved for dramatic, life-changing leaps. In Southeast Asia especially, people found the old heroic clichés hard to relate to, so we built a creative platform that encompasses those more familiar moments which deserve to be celebrated just as loudly. The Tiger in this film never roars over anyone. It watches, it reflects, and it reminds you that the strength you’re looking for is already yours.”
Heineken recently confirmed it would not be brewing its Tiger Beer in Singapore after next year, although the country will remain the “global home” of the brand, which seems to mean that the brand’s leadership, marketing and R&D will still be based there.
This campaign certainly has the earnest tone that many ads from the region seem to adopt. But it stands out and it’s mercifully short – although perhaps it could have done with a couple more examples of people uncaging their inner tiger to make the point for people who aren’t into extreme sports or boardroom coups.
MAA creative scale: 7
