Gen Z perspectives: Stagwell backlash and SIA's new safety video

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, US-based holding company Stagwell faced backlash for its involvement with the Israeli government while Singapore Airlines’ new safety video sparked mixed reactions. Plus, Barilla served us some pasta on the side.

These headlines are far from al dente. Dig in. 

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1. Backlash over Stagwell’s Israel work puts PR ethics in the spotlight

Stagwell, the US-based holding group that owns agencies including agencies Assembly, 72andSunny, Allison+Partners and Anomaly has come under scrutiny following reports of a major research and messaging program conducted for the Israeli government.

According to leaked documents first reported by Drop Site News, the project involved research across more than 13,000 people and tested campaign messages designed to improve perceptions of Israel internationally. The recommendations included emotional storytelling, messaging around terrorism, and connecting Islamic radicalism to the conflict.

Read more here. 

2. Durians and debate: Was SIA's new safety video creatively too safe?

Singapore Airlines (SIA) has never treated its safety videos as mere housekeeping. Its latest release, created in collaboration with the Singapore Tourism Board (STB), is no exception.

The new film mixes essential safety instructions with sweeping shots of Singapore’s landmarks and communities. Cabin crew demonstrate procedures amid lion dance troupes, kolam artists, silat practitioners, and even an aqua aerobics team. Watercolour-inspired effects, drawn from the nation’s mural scene, lend a soft, artistic touch. As the online chatter settles, industry veterans had their own take on the video.

Read more here. 

3. Barilla Pasta joins the Formula 1 race as official partner

Barilla has signed on as Formula 1’s newest official partner in a multi-year deal. As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and spirit of togetherness among fans who will be able to enjoy dishes from the Italian brand's pasta bars around the paddock and in the prestigious Formula 1 Paddock Club. 

The partnership also sees Barilla’s branding featured across trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide — uniting fans through a shared passion for sport and the tradition of sharing a meal.

Read more here. 

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