StarHub and creative arm TBWA Singapore have rolled out a new brand platform, We Got You. The Hublings, Starhub's all-green, silent mascot squad, is fronting it and they're conceived to embody StarHub’s quietly fixing your life in the background energy.
Ad Nut approves. Many of Ad Nut’s own neighbours (looking at you, murderous canines) could learn a thing or two about silent efficiency.
The campaign is StarHub’s big stage to show off its new 5G Unlimited+ Plans that are contract-free, boast of unlimited local 5G data, global roaming, the works. Instead of the usual “Look! Speed” telco routine, the film is a 30-second drop into the Hublings’ world, where they scurry around backstage making connectivity seamless.
“The all-green characters are warm, playful and delightfully human, representing StarHub’s consistent and personal dedication to its customers. They bring the brand promise to life in a fun and memorable way, making it clear, simple, and unmistakably StarHub,” said Peter Khoury, chief creative officer, TBWA Asia & Singapore.
That said, Ad Nut can’t help but raise an eyebrow at the scenes showing young Singaporeans glued to their phones, scrolling through what looks like typical, mind-numbing social media content while apparently "at work".
Perhaps show other ways unlimited data actually saves the day. How about tourists stranded in a mall with no English signs, for instance, and cue a Hubling popping up to push an AR map into place like a backstage crew member swapping sets.
Maybe Ad Nut has become a cranky Luddite, but even this jungle creature remembers to touch grass occasionally. So if TBWA ever wants to explore less doom-scroll-y visual metaphors, Ad Nut is available for creative consulting. Payment accepted in cashews.
Maybe Ad Nut has become a cranky Luddite, but even this jungle creature remembers to touch grass occasionally. So if TBWA ever wants to explore less doom-scroll-y visual metaphors, Ad Nut is available for creative consulting. Payment accepted in cashews.
The campaign is live across Singapore. It spans social media, YouTube, bus wraps, digital screens, and outdoor billboards.
Credits
Client: StarHub
Creative Agency: TBWA Singapore
Production Company: FreeFlow Production
 Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'. |
