Another ad campaign gone wrong

SINGAPORE - Sighted at Ulu Pandan Road at 2am Monday morning, the "bear" that had set curators from the Wildlife Reserves Singapore on a wild bear chase, turns out to be a man in costume, reported the Straits Times.

The local newspaper reported that the "bear" was a mascot that was part of a guerilla advertising campaign, commissioned by Philips Electronics Singapore, to launch a new shaver.


The electronics company had employed a social media agency, The Secret Little Agency, to film someone in a custom-made bear suit. The video was first uploaded on citizen journalism website STOMP by Philip3D who said he was driving along the road with his son when the spotted the animal near a dustbin.

According to a statement, Philips said it had anticipated that the bear would draw attention but it had no intention of causing alarm. However, it is also understood that the agency had not alerted any authorities about the campaign, though it did make enquiries as to whether a permit was required to wear an "animal mascot outfit".SINGAPORE - Sighted at Ulu Pandan Road at 2am Monday morning, the "bear" that had set curators from the Wildlife Reserves Singapore on a wild bear chase, turns out to be a man in costume, reported the Straits Times.

The local newspaper reported that the "bear" was a mascot that was part of a guerilla advertising campaign, commissioned by Philips Electronics Singapore, to launch a new shaver.


The electronics company had employed a social media agency, The Secret Little Agency, to film someone in a custom-made bear suit. The video was first uploaded on citizen journalism website STOMP by Philip3D who said he was driving along the road with his son when the spotted the animal near a dustbin.

According to a statement, Philips said it had anticipated that the bear would draw attention but it had no intention of causing alarm. However, it is also understood that the agency had not alerted any authorities about the campaign, though it did make enquiries as to whether a permit was required to wear an "animal mascot outfit".

The police is now investigating the incident. If what happened was an offence of public nuisance under Section 268 of the Penal Code, the company can by fined up to $1,000.


The police is now investigating the incident. If what happened was an offence of public nuisance under Section 268 of the Penal Code, the company can by fined up to $1,000.