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Scoot takes another spirited jab at US-based Spirit Airlines

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Spirit and Scoot’s branding, website and advertisements are seen as similar.

LOCAL budget airline Scoot has taken another playful shot at Spirit Airlines, this time in a tongue-in-cheek letter to the US carrier's chief executive Ben Baldanza, pointing out that the latter's branding, website and advertisements are similar to Scoot's.

This comes after Scoot's chief Campbell Wilson first raised the issue in a cheeky video post uploaded on Scoot's Facebook page on April 9. Since then, the video has garnered some 56,465 views and over 1,300 likes. "I must express my admiration for the branding you've recently rolled out, which if truth be told, looks remarkably familiar," said Mr Wilson in the letter. "It looks very similar to the brand imagery my airline has been running since 2012. Great minds, as they say, think alike!"

He also highlighted that both Scoot's and Spirit's ads share a similar illustration style, hand scribbled black font and the same Pantone shade of yellow.

Scoot's letter to Mr Baldanza also came with a tool-kit, which enclosed a "How to create a Scoot Ad in under five minutes" template as well as brand guide detailing its font, colours and brand personality. Scoot is the medium/long haul budget arm of the Singapore Airlines Group, but has gone to lengths to distinguish itself from its parent company through a fun, light-hearted personality that it has dubbed Scootitude.

Mr Wilson continued in the letter: "Your website and ours could be long-lost digital twins - so much so that we are slightly concerned that a confused passenger wanting to book a Scoot flight to Hong Kong online might accidentally find themselves with tickets for a Spirit flight from Florida to Honolulu."

"We think it's fun and the type of provocative stunt we'd pull to get attention," Spirit Airlines spokesperson Paul Berry was quoted as saying last week in a media report in response to Scoot's video. "While there are similarities, our brand and concepts were developed independently." Spirit Airlines is a low-cost carrier based in Florida.

Scoot's video generally received a positive response on its Facebook page, as Facebook users gave it the thumbs up for its humorous campaign. One post, which suggested the idea was perhaps better than the video execution, received a response laden with the usual dose of Scootitude.

"We hear you about the video. Sadly, (director) Michael Bay wasn't available to shoot this video," the budget carrier quipped back.