Dr Mumbo

Meet the ‘Mocca Latte Hipster’ rapper who became JWT Singapore’s head of digital

Adland is an industry that attracts people with a wealth of creative talents. However, despite this, Dr Mumbo was more than mildly surprised – and slightly amused – when he discovered this video of a JWT Singapore executive’s attempt at a rap career six years ago.

The executive in question is Riku Vassinen, who recently joined J.Walter Thompson as the head of digital in Singapore.

Although the rap lyrics are in Finnish, Dr Mumbo thinks the title of Moccalattehipsteri Anthem gives away the content somewhat.

Meanwhile, the music video appears to carry all the right familiar tropes that any wannabe Kanye West would require.

The urban ghetto background, which Dr Mumbo assumes to be Vassinen’s former city Helsinki.

The customary uniform of a skullcap, hoody and a nicely vandalised backdrop.

Oh and here appears to be the hipster twist…

And no by this point Dr Mumbo has no idea what’s going on either.

Strangely enough, when JWT announced his arrival in March, they curiously left this part out of his glowing list of accomplishments.


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