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Shopee riffs on viral ‘Baby Shark’ song for its singles day sale advert

For the upcoming single’s day sale, a sale occasion held across the Asia region on November 11, ecommerce site Shopee has created an ad for Singapore that riffs on the popular Baby Shark song.

Created by Pinkfong, a firm from Korea specialising in entertainment for children, the Baby Shark song has racked up 1.8 billion views thanks primarily to its popularity with toddlers and their parents.

Speaking to Mumbrella,  Shopee Singapore’s head of marketing Ruoshan Tao clarified that the song was officially licensed from Pinkfong, and that the ad was produced in-house. She said: “This allowed us to get creative with the lyrics and produce our own version.”

The comments on YouTube around the song are not particularly favourable. Shopee stands accused of having jumped on the Baby Shark meme bandwagon too late and some commenters claim they will never use the app after being exposed to the ad.

Asked why Shopee opted for such a polarising soundtrack, Tao said: “The song has been extremely successful in raising awareness and generating buzz for our sale so far, and we are confident that it will continue to help us extend our reach in Singapore.

The tune itself is indisputably recognisable, and we wanted to leave a lasting impression of Shopee’s presence everywhere, which is why you will find our advertisements in cinemas, at bus stops, on radio, YouTube, and more.”

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