Scoot takes jab at US carrier Spirit Airlines over similar branding

Scoot takes jab at US carrier Spirit Airlines over similar branding

SINGAPORE - Singapore Airlines budget carrier Scoot Airways has released a video which takes a jibe at North American airline Spirit Airlines for appearing to copy its branding.

In a Facebook post on Thursday (April 9), Scoot wrote: "So a little yellow birdie told us that a certain American airline looks familiar. It looks like ‪#‎ScootInspires‬ their current campaign…well, we're really flattered! Watch this video and tell us what you think!"

According to a Scoot spokesperson, the "friendly" campaign was launched to "highlight the US airline's brand similarities to Scoot's.

The spokesperson added: "In 2014 US airline Spirit adopted a new brand identity very similar to that created by Asian airline Scoot in 2012.

"When Scoot heard about this, it wanted to respond in a fun way and decided on a friendly campaign to engage with Spirit and the public at the same time."

Calling the campaign "tongue-in-cheek" and "in the spirit of fun", the video is meant to reflect the carrier's cheeky attitude, which they term "Scootitude".

The less than two-minute video shows Scoot Chief Executive Campbell Wilson going through a list of similarities between the two airlines' branding, from the advertisements, collaterals, down to the colour of the planes, which are both painted black and yellow.

Responses to the video on social media have mostly been positive, with netizens praising the video's creativity and humour. But at least one less-than-impressed netizen criticised the clip for being immature.

The spokesperson added that this is just the first video in its campaign and teased that "there is more to come".

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