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Scoot pokes fun at US carrier Spirit Airlines for similar branding

SINGAPORE — Imitation is the highest form of flattery – or is it?

Scoot CEO Campbell Wilson narrates a video poking fun at North American airlines Spirit for seemingly copying the carrier's branding. Screegrab from Facebook/FlyScoot

Scoot CEO Campbell Wilson narrates a video poking fun at North American airlines Spirit for seemingly copying the carrier's branding. Screegrab from Facebook/FlyScoot

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SINGAPORE — Imitation is the highest form of flattery – or is it?

Singapore Airlines budget carrier Scoot Airways has taken a cheeky jab at North American airlines Spirit Airlines for appearing to have copied its branding. 

In a Facebook post yesterday (April 9), the local carrier 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!” 

A short video clip by the carrier shows Scoot Chief Executive Campbell Wilson taking a jibe at Spirit for having been “inspired by our work” as he compares the similarities between both airlines’ advertising, collaterals, and the colour their planes are painted in. Florida-based Spirit airlines, a self-described “ultra low-cost carrier”, unveiled its yellow livery in September last year. while Scoot started operations in June 2012.

Screengrabs from Scoot's video.

In the video, Mr Wilson quipped: “We’re not mad, we’re flattered. To (Spirit) CEO Ben Baldanza, thank you for spreading our brand to the other side of the world ... But if I might ask one thing, if you are going to act like us, please, do it well.”

He added that he would send Mr Baldanza a simple step-by-step kit, “so you can properly act like us”.

Video: flywithscoot/YouTube

Scoot’s Facebook post garnered more than 150 shares and more than 750 likes as of 3pm today. The video had more than 40,000 views.

When contacted a Scoot spokesperson said: "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."

"The campaign is very much tongue-in-cheek – in the spirit of fun – which is in-line with Scoot’s friendly, cheerful and cheeky attitude - ‘Scootitude’," the spokesperson added.

Spirit Airlines spokesman Paul Berry said he had not seen Scoot's video until contacted by TODAY for a response. 

In response to queries from TODAY, he said: “We think it’s fun and the type of provocative stunt we’d pull to get attention. While there are similarities, our brand and concepts were developed independently."

"We’re glad we found our doppelgänger, however, that shares our approach to saving customers money on air travel.  High five, Scoot!”, he added. 

Meanwhile, though some people appreciated Scoot's sense of humour, others weren’t so amused.

Facebook user Chua Wei-shan said: “Please just sue Spirit if your legal team finds grounds to do so. Otherwise, grow up. Can do with some humility, as a Singapore brand. Thanks!”. In response, Scoot replied: “We’re just having fun with Spirit! #whysoserious”

Replying to another Facebook user, Mott Cooper, who commented “Shots fired”, Scoot hinted: “Oh trust us, this will get better”.

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