There are quite a lot of airline advertising videos. Among them, there were only a few videos that were true to the purpose and essence of the existence of the airline, but I think this video played a role to some extent.

[Customers are the main characters. We only serve them]

Actually, this video doesn't have any great production or gimmicks.
It's just that the first thing they thought about before making a video was our purpose of existence
'Customers are the main characters. We only serve them' made it go through the whole video.
With this as the base, which is the biggest purpose and reason why airlines exist, we first looked at what kind of services we offer to our customers.
There was a service that did everything you wanted, serving food, turning off the lights, covering your blankets, painting, and so on, and you would have thought it was too monotonous to simply show them this.
So why do we do this service? You must have thought about it.
It was "helping customers do what they want better and focus."
I picked out the concept of "immersive" with this word "concentration" and set it as the concept of this video.

When a person focuses on something, he or she only sees it and himself.
So in this video, the flight attendant came to think that by giving a little help, the customer would become completely immersed in it and show themselves in the world.
I was thinking about how to make this concept visual,
I would have come to the conclusion that it would be more visually impactful to show customers who exist in that situation and place and to show the crew helping them naturally.

In conclusion, it naturally melted well,
The video is composed in the direction of showing the grandeur of each place and the people who are satisfied with the service.
What the production team and the director did well in this process was to show the best situation that each customer could feel.
That's why the four below customers and situations can really seem like the best moment.

- The child painting -> The painting is alive and moving, as if it were in the place
- What the programmer does -> I can concentrate so well that it's like his office.
- Watching the video -> I can see the video so vividly that it's like being in that concert hall.
- Lying down to bed -> It's so perfect for sleeping that it's like lying down in a very significant place to relax.

There must have been a lot of people who felt that it was a little ridiculous to show them sleeping, and that it was far-fetched.
It's true that this scene doesn't really make sense, but what I wanted to focus on in this video is
These kinds of customers are being served by the flight attendants, and they're getting "emotionally acceptable, intangible situations."
It's a visual representation
I think it wasn't a bad setting.
Also, I think grand scenes like this one showing the cliff helped me build up my emotions better. Of course, it doesn't make sense for the bed to be on the cliff in reality.
Nevertheless, I was able to perform the climax properly with background music full of violin and piano melodies
I think it was a scene with a certain role.

One of the basic things this video did very well was the transition I used to come back to reality in this unrealistic situation, and I felt that I came back to reality naturally by focusing on the close-up of the serving flight attendant and the customer who was satisfied with it, but giving me a changed setting.

It also showed the other satisfied customers on the plane, and it had a bit of a twist. (The reversal effect was quite unrealistic that each customer I showed was in front of me. Oh, that's what it was. That's why I thought I showed it like this.)
And this video used a method of showing only the logo, not showing the message tagline at the end.
Usually, when you use this method, you do this when you want to emphasize the logo or symbol to reconsider the brand's recognition, but you have to talk about the message, so you handled it with voiceover.

“Making every journey personal, Singapore Airlines” 라고.
And I emphasized it again by setting it as the title of the video.

Lastly
I don't think it's necessary to have a great gimmick and directing that can impress you.
Any video can be a good commercial video if it shows sincerity while projecting the essence of the business while keeping the most basic things well. I think this way.