Allswell that ends well?

Allswell Chestnut drink!

This TVC has been circulating our screens for the past few months, and created quite a furore if I'd say so myself. Alright, maybe not. But still, it was talked about to the point that it was covered in the newspaper. I mean, what were your thoughts when you first saw it? Did you think it was sweet? Or just plain cheesy? This ad has been lambasted from all sides by Singaporeans old and young. Said to be too cheesy, mushy and distasteful, many felt that this ad was a waste of resources. Most found it a cheap production mostly because of the way the actors were speaking. Filmed entirely in Singlish ("No I want my teh peng!"), some people were turned off by it. Repulsed, actually. In fact, a friend told me that she swore off chestnut drinks after watching the ad. And no, I'm not lying.

What do you think, is the cause of such a negative response from viewers?

In my opinion, I attribute the main cause to the dialogue and language used. Singlish. Ahh, it's a love-hate relationship. It's what Singaporeans are known for, but we hate being known for it (despite our daily intensive usage). Singlish is this big exclusionary language that nobody understands except for people on this island and the ones near it. And language, is power.

Some foreigners who come to Singapore might look down on Singlish like it's part of pidgin language. Or, some locals tend to think that those with poor English are of a lower class. There is a perception that an increased fluency in English would mean that the person is highly educated, well groomed and therefore likely to be successful. Because of past experiences that eloquence has the ability to elevate one's status (just take a look at our leaders), we associate english with high social status. Just like how some atas soul would hold her snotty nose high up in the air with regards to an ah beng. Yes I'm stereotyping, but it's true! Why do I say that language is power? Well, people with a good command of english often use it to their advantage to impress, and to intimidate. Just how often is a salesgirl made speechless when she is thrown a barrage of terms that she doesn't understand? Back to Allswell, viewers probably had the perception that it's badly scripted as compared to other ads whereby the dialogues are catered more to an international crowd. And that's probably because it has to befit the overall brand image that it has in the world.

Locals are absolutely ashamed to be portrayed in the light that Allswell has shone on all of us. But if you think about it, that's how Singaporeans speak. Hop on the bus or a train; you'll hear that kind of dialogue anywhere. Why is it then that this ad generated disgust? Are we being hypocritical? Or perhaps, it's a case of self serving bias where we judge ourselves more tolerantly?

Are we in denial?

But whatever it is, Allswell actually saw a ten percent increase in sales despite the negative responses. I stick by my mantra that bad publicity is better than no publicity. At least there's awareness.

On another note..

I wouldn't say that the Allswell commercial's a great ad, but it's not exactly the worst either. (In fact the holder of that title belongs to a KOKA ad a few years back, up till now I've never patronized them.) Yes the ad may be disgustingly mushy and all, but you've got to say that it's kind of sweet. Kind of.

And just for the haters, what's that one thing that you detest most about the ad?