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Singapore Tourism chiefs are perhaps starting to feel the same as the producers of Second World War biopic Downfall did a few years ago.
One segment of the 2004 hit movie, where German leader Adolf Hitler ranted at his generals over the imminent collapse of his empire, spawned a cottage industry of home-made spoofs spanning all walks of life, from politics and technology to music and, err, grammar Nazis.
Fast forward ten years and the recent attention around a new promotional clip from Singapore Tourism is already starting to head down the same path.
To recap: the tourism board recently created a new marketing video to showcase the city state, but the reaction to the eye-wateringly cheesy promotion was so bad that bosses pulled the clip from YouTube.
This inevitably led to countless other people re-posting the clip once more and everyone else generally mocking it further.
It has pretty much become a counter-viral campaign.
Now it would be a huge surprise perhaps that at some point in the future a funky digital agency will come forward to say that the clip was actually, after all, just a cunning ploy to get the attention and the subsequent reaction was all part of a wider plan.
Still, inevitably spoof clips are starting to emerge.
Perhaps Singapore Tourism should now match its previous skill at producing cringe-worthy marketing materials with a new, self-deprecating strategy, hosting the various spoof clips on its website and keep any buzz generated about the city (good or bad) in one place.
Any publicity is good publicity, is (was) the Ryanair mantra, after all...