Ad Nut
Jun 28, 2024

A mildly irritating rap song to sell internet services

Malaysia's WiFi provider UniFi rolls out its latest brand film while seeming to aim for the world record of repeating the word ‘choose’ as many times as possible inside 60 seconds.

If there’s one thing Ad Nut doesn’t envy about human kind it’s the hyper connected, always-on, modern world that humans live in. Ad Nut wouldn’t trade the relative peace and quiet of living off grid in the remote reaches of the woodland for anything. No phones, no internet, no social media or digital zombies to contend with. Life is simple and with just the bare necessities, plus the odd cashew binge, Ad Nut is content.
And so, Unifi, one of Malaysia’s biggest internet providers, has kicked off a nationwide campaign to launch its ‘Unifi’s UniVerse’ offering that includes home internet, mobile, entertainment, and lifestyle solutions that converge into a seamless ecosystem. If that wasn’t enough, they are also offering what they claim to be the fastest WiFi in Malaysia and apparently the World’s no.1 for 5G download speed. 
The brand film for the launch of ‘Choose Your UniVerse’ drives home the message that you can choose what you want when you want it, all at the touch of a button: whether it’s mobile, tv, home, or lifestyle. It doesn’t sound like a bad deal, yet the film and the mildly irritating autotune-heavy rap song that accompanies it seem to be aiming for the world record of repeating the word ‘choose’ as many times as possible inside 60 seconds. Needless to say, the message that ‘you can choose’ is made abundantly clear. 
While the campaign might appeal to some, it did little to entice this Nut other than to want to run for the woodlands. 
Client: Unifi
Agency: GREY Malaysia
Film Production: Playhouse Pictures Sdn Bhd
Film Director: Henry Ooi
Executive Producer: Redza Taib
Producer: Stephanie Ng
Director of Photography: SY Chong
First Assistant Director: Azhan (Unn)
Art Director: Chiam & Nick Wong
Editor: Jeff Ho
Post-Production: Meccanica EFX
3D Animation: Meccanica EFX
Audio Production: Nacho Usual Collective
Music Composer: Bo Amir
Producer: Sharon Chin
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'.


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