With all the hype about virality these days on social media, it is easy to forget that there were some pretty memorable ads on Singapore television in the past that relied on them producing one meme-able moment and having it replayed ad nauseam.

Haha, get it? AD NAUSEAM?

Anyways, some were brilliant, some were confusing and others... well let’s just say they had questionable value.

But, hey, they all usually meant one thing when they came on: Toilet break time.

1. Tiger Beer: "It's Tiger Time"

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Tiger Beer’s “It’s Tiger Time” commercial was neither the most creative nor impressive nor had any bearing on what was being marketed.

But it had a ridiculous meme that spread like a virus, which made every kid reply “It’s Tiger Time!” when someone asked for the time.

2. Ikea: "Dong Xi Zai Na Li??

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Before Chua Enlai made it big on The Noose, he appeared in Ikea’s ad as the guy with serious housekeeping issues. Since then, “Wo Zen De Bu Zhi Dao” (meaning: I really don’t know) has been everyone’s favourite reply to questions they genuinely don’t have an answer to.

3. Anything & Whatever

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Anything & Whatever are names of drinks that have long vanished from the shelves of supermarkets since 2010. Some are convinced that the drinks were actually part of a secret campaign by the government to fight apathy and encourage people to make informed decisions about their beverage choices.

4. Republic of Singapore Navy: “Anyone ordered a missile?”

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In a rare display of light-heartedness, the Singapore Navy’s “Anyone Ordered A Missile” featured people from all walks of life panicking while facing the onslaught of a anti-ship missile. Undoubtedly the best line has to be “I want to complain” (0:23).

5. McDonalds: “Ooooorchard Road"

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McDonald’s EVERYDAY VALUE SAVERS ad series proposed various ways that Singaporeans could save money. This particular ad was funny the first five times you watched it. Then it became annoying. Especially when it was on TVmobile and you were trying to nap during your daily commute.

6. McDonalds: “A Day in Singapore”

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For a blast of nostalgia check out this 1991 advertisement McDonald’s ran. Decent lounge music accompanied by wholesome family shots. A young portrait of the recently deceased King Albert Park’s Mcdonalds. Multi-language voice overs. I’m lovin’ it.

7. Scott’s Emulsion

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My friends from the ad business tell me this is one of the classics of the Singaporean ad industry. It’s not hard to see why. Cute kids. Catchy music. On hindsight, the ad was also strangely prophetic, telling us that one day children would be in tight clothes prancing around. Well, we were warned.

8. Starhub: “Sparky”

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Before she almost created a PR crisis for StarHub, Sparky the Jack Russell Terrier was the lovely subject of their ads, running around with a phone in her belly. Animal lovers (and any decent human being) will be happy to know that Sparky has now been adopted into a “new home with a loving family.” More ads here.

9. SAR-vivor RAP

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There are very few governments in the world (or in the universe, for that matter) that will call upon a fictional yellow-booted contractor to spread awareness about a serious infectious disease. Ours is one of them. The almost five-minute long video features everything from awkward secondary school students to cowboy-hat-wearing line dancers. To its credit, the song created an annoying meme out of itself and we couldn't shake it off then and even today. To Singapore's credit, other countries have described our handling of the SARS situation as “exemplary".

10. MDA: “MDA Rap” (Bonus)

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And when we went into the Internet age in 2007...

Before the Singapore Tourism Board and SingTel released their now viral videos, MDA had one of their own. Unfortunately it did not work as well as the SAR-vivor rap (no one has called it “exemplary” so far).

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