Singapore airlines ad

This ad features a nice picture. But I'm pretty confused by this ad. First, branding is weak. Second, I'm not sure about how the key message is delivered. The key message seems to be "the world is ever-changing but our high service standards never change". The question is whether this key message is delivered hand-in-hand by the headline and the key visual. Not really. Then I looked at the support supposedly in the body copies at the bottom. It says "Paris, London, San Francis...covers more than 55 major cities". ???? BTW, interested to know what it say at the upper right hand corner ? It says "First to fly A380 in 2006"..... A good creative delievry is something more than picking a nice picture and paste whatever you want to paste !

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