KUALA LUMPUR: Malaysian telco Celcom has launched a football-focused campaign to leverage the sport's popularity.
As part of its 'Football-mad nation' campaign, Celcom, which is the official English Premier League sponsor for the third consecutive year, has launched a spot made for TV in the style of a music video.
At three minutes and 22 seconds long, the M&C Saatchi spot stars two of Malaysia's hippest boy bands -- Pop Shuvit and Disagree -- singing and playing at a football match.
Bee Yin Low, M&C's group account director, said that the push was created to target a wider group of consumers through a strong musical element in the campaign. "Music has a universal appeal so, whether or not you are an avid football fan, the campaign should appeal," said Low.
The film, which also has a 40-second cut-down, is on air on cable and terrestrial channels.
The film was directed by Barney Chua of Independent Production and lyrics composed by Anton Morgan from Twoam Music Studios.
Print executions of the campaign are expected to launch in mid-May.
Meanwhile, rival Digi has also launched a series of football themed initiatives, including putting players' images on mobile recharge cards, free football downloads and sponsoring TV3's Destination Germany programme.
