Ad Nut
Sep 4, 2017

Yo, we got us a Malaysia-Singapore rap battle right here

Do you prefer the rap stylings of Malaysia's Altimet, or Singapore's ShiGGa Shay?

Ad Nut's old oak tree was inundated with rap-based advertising last week. Well, two examples came in. But that counts as inundation around here.

Above, we have a Malaysian rapper called Altimet, dropping rhymes for Malaysia's national day in a video by FCB Kuala Lumpur for RHB Bank.

Below, we have a young Singaporean gentleman known as ShiGGa Shay, in a clip by Arcade for a Gatsby-brand pomade. Actually, you get two rap battles for the price of one here, because Mr Shay is engaged in an "epic rap battle" against himself.

The latter clip has been the subject of a heated debate among the Campaign staff. (Translation: A polite exchange of views occurred.) Some pronounced ShiGGa Shay's pose and performance laughable, and found the video painful to watch, while others pronounced him "not that bad". To be fair, the agency says he's well known and respected in Singapore, and the campaign, which also includes a whole series of activation events, has done quite well for the brand, thankyouverymuch.

To Ad Nut's ears, ShiGGa Shay's flow seems forced at best, while Altimet's anthemic patter is undeniably infectious—although admittedly Ad Nut has no idea what he's saying. Even the wordplay in Altimet's name is more clever. Wouldn't mind trying some of that pomade on the old tail, though.

Ad NutAd 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. Check out Ad Nut's Advertising Hall of Fame.



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