Dr Mumbo

No Indonesians thank you, we’re FiberCreme

There are many marketing cliches Dr Mumbo has grown accustomed to hearing at conferences, and one seems to be marketers’ overwhelming urge to share their love for ‘localised’ content.

It’s a wise enough platitude of course. Marketers get both the benefit of some virtue signalling brownie points as well as a chance to demonstrate just how well clued in they are to the nuances and diversity of South East Asia.

So it’s good to see the marketing bosses of Indonesian milk brand FiberCreme taking that knowledge so truly to heart with this campaign aimed at its local audience.

Dr Mumbo is unsure which aspect of the ad your average Indonesian may relate to more strongly. The jarring American-Australian accents, the cliched US sitcom-style execution or the fact that the actors named ‘Joel and Jennifer’ are about as Indonesian as Jackie Chan was an NBA player.

When queried by Dr Mumbo as to the ad’s local authenticity, iris’ creative director Albert Chan pointed out the ad would be distributed in ‘other markets’ in addition to Indonesia (although strangely failed to specify which).

“For the ads we produce in English only (I know this is very uncommon in Indonesia) because the client wants that everyone can understand them,” Chan added.

Welcome to Philadelphia, Indonesia.


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