Campaign Spotlight

Singapore Airlines launches a heart warming animated video

Singapore Airlines has launched its first-ever animated short film, ‘The Magic Pen’, to celebrate 70 years of bringing people closer to their loved ones.


The airline, previously Malayan Airways, made its first commercial flight in May 1947, taking travellers from Singapore to Malaysia, and has since grown from a carrier operating three flights per week (to Kuala Lumpur, Ipoh and Penang) to one that flies to over 60 destinations in more than 30 countries.

The film, posted on Singapore Airlines’ social media channels, focuses on the airline’s commitment to its customers and how it has always and will continue to bring people closer to the ones they love.


It tells the heart-warming story of a little boy who believes he has found a magic pen, but when it fails to bring his father back from a long business trip, the boy is heartbroken. In the end, the true magic happens when the father returns home earlier than planned on Singapore Airlines to surprise his son.

To date the video has raked up 3.2 million views on Facebook.

“This year marks Singapore Airlines’ 70th anniversary and we want to thank our customers for being part of our journey over the last seven decades. ‘The Magic Pen’ reflects our commitment to place our customers at the heart of everything we do and we are delighted to play a role in bringing people closer together”, said Campbell Wilson, Singapore Airlines Senior Vice President Sales and Marketing.


Check out the film below: 



Client: Singapore Airlines

Title: The Magic Pen

Creative Agency: TBWA\Singapore
Executive Creative Directors: Gary Steele, Hagan de Villiers

Global Creative Director: Perry Essig
Art Director: Weicong Chong
Senior Copywriter: Claudia Ribeiro
Group Head, Brand Team Management: Dawn Lee
Group Account Director: Harish Nambiar
Account Director: Fiona Ong
Account Manager: Calgary Ying
Project Manager: Candice Chong
Planning Director: Adrian Adshade
Production: Haydn Evans / Joelle Goh (Six Toes)
Animation House: Astatica Sdn Bhd
Sound Studio: Song Zu

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