This is a musical called 'Codynation', which repurposes a K-pop tune by Wonder Girls to glorify the excellence of the 'Cody' team. And what is the Cody team, you ask? Why, it colloquially stands for 'Coway lady', and it's a team of 5000 after-sales service personnel fielded by Coway, a Korean-owned water purifier brand popular in Malaysia. The team actually includes both men and women, but you wouldn't really guess that from this video. Well-known entertainer Adibah Noor takes the drill-sergeant role, highlighting the training each 'Cody' must survive.
The campaign includes TV, radio, social media and outdoor.
Ad Nut wonders about the conversations that led the brand and agency to this campy musical approach following its more sober recent work:
Executive Creative Director: Graham Drew
Creative Director: Heng Thang Wei
Senior Copywriter: Charlene Ong
Junior Group Head: Terces Pok
Art Director: Ralve Khor
General Manager: Jo Yau
Senior Brand Director: Marcus SK
Senior Brand Executive: Kamil Zulhaidi
Producer: Suzy Chiang
Media Agency: Ampersand Advisory
Production: Directors Think Tank
Film Directors: Sling Ng, Naoto Mitake
Composers: Oliver Stutz & Adrienne Yong
* The personnel are not all female.
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