New BLKJ film gets fast and furious for StarHub
Fast is the focus in the new StarHub 60-second spot by BLKJ Singapore, which celebrates the telco’s mobile and broadband speed.
Independent creative shop BLKJ brought together “six of the world’s fastest individuals to form the world’s fastest band” – including four Guinness World Record holders.
They engage in a weird and wonderful array of activities including ‘bum skipping’ and the dance move ‘the floss’ in order to create a velocity narrative that it is claimed mirrors the rapid service speed from StarHub.
Launched on August 11 on YouTube and social media, the film and variations of it will run for “the next few months”. They will be accompanied by a print, outdoor, television and cinema campaign.
“We took a social-first approach for this campaign,” said BLKJ co-founder and CEO Rowena Bhagchandani. “A strategy that we believe reflects shifts in consumer tastes and behaviour.
The BLKJ founders
“If you noticed, we chose to feature the internet-famous as opposed to traditional celebrities. All our band members are YouTube or Instagram-famous in their own right.
“Our approach allowed us to shine the spotlight on each one of their remarkable talents and tell an even more compelling story.”
BLKJ won the StarHub account from DDB Singapore – which had it for 12 years and was the agency where Bhagchandani previously worked – earlier this year.
Formed in 2016, BLKJ describes itself as: “An independent creative agency that exists to make brands famous. Mostly with tech, sometimes with film, sometimes with whatever, but never with advertising. People hate advertising. We love people.”
The agency has 45 staff and clients including Scoot, Johnnie Walker, Learning Lab and UnionPay.
Credits
Creatives: Khalid Osman, Lester Lee, Sid Lim, Michael Chin, Rachel Chew Christine Lim and Cheryl Chu
Account team: Rowena Bhagchandani, Vivien Foo, Tan Yan Ting, Sherdale Goh and Kimberly Chen
Producers: Emily Teng and Hidayah Asari
Film director: Peter Lee Scott
Assistant director: Cassandra Boh
Senior producer: Yarshini Sivanathan
Director of photography: Alan Yap
Dean is the general manager at Mumbrella Asia. He is an experienced British journalist, who has worked in a number of international markets including Singapore, Australia, Dubai, Switzerland and the United Kingdom. As well as his media work, he is also a published academic.
I like it….clear and simple.
Whether the product delivers this is debatable….I avoid SH internet because of the throttling practised….
ReplyWell done!
ReplyMan an ad in Singapore that isn’t sentimental, ukulele ridden, badly VO’d tosh. It’s a miracle.
This is good!
ReplyGlaring lack of diversity – they couldn’t have found even one woman?
ReplyCalm your [Edited under Mumbrella’s community guidelines]!
ReplyAhh, the type of video content nobody will see unless your force-feed it to them through copious FB advertising.
“the film and variations of it will run for the next few months”
I shudder at this.
ReplyIt would have been a great campaign if Starhub actually had the world’s fastest broadband. When there are just a handful of broadband providers in Singapore, being the fastest in Singapore isn’t such an achievement that it justifies bringing in world record speedsters.
ReplyHave your say