We powered the nation since the start.
Now, our power is yours.

Since the beginning, Singapore Power (SP Group) has reliably powered people, communities and businesses across the country. As the sole provider of electricity in Singapore, SP never needed to advertise – making them a bit of a stranger to their customers.

When the electricity market opened up, customers were given the choice of switching electricity providers. For the first time, Singapore Power had to define themselves in the crowded space. Which meant straying from price tactics and focusing on the qualities that made SP a household name.

Launched on National Day, this film was the perfect opportunity to remind the nation of SP’s reliability across the wonderful facets of heartland life, in a playful way that endeared the brand to a new generation of Singaporeans.