I've never flown Singapore Airlines but their TV spot this weekend completely amazed me. I know they and their Australian tour partners wanted the viewer to fly with them but their voiceover justifications were as follows.
They use new planes - cue picture of plane but no technical specifications.
They offer "thousands of entertainment options" - but give no details.
They provide "great service and comfort" - again no evidence.
USP stands for unique selling proposition. If you're buying expensive advertising, I think it helps if you've got something unique to say.
Addendum: If anybody can find the ad online, I'd love to have the link because I failed in my search and it would help people judge.
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