UM, FMCG group Kao Corporation + Left Profile partner on their own version of Crazy Rich Asians
The setting of Hollywood blockbuster Crazy Rich Asians was causing a huge stir in Singapore. Not only was a big Hollywood blockbuster going to be set here on our shores, but it would also feature some local homegrown talent on the world stage. In anticipation of the worldwide film release, media agency UM, FMCG group Kao Corporation and content creators Left Profile came together to collaborate on their own version of Crazy Rich Asians.
This mini film parody marked the first time that multiple brands under the Kao Corporation have featured alongside each other in an advertising campaign, produced at scale with a content partner; coming to life in a 2 minute feature named Sibei (dialect for ‘very’ or ‘extremely’) Rich Asians.
The parody was given a strong local flavor, featuring Michelle Chong as ‘Ah Lian’ using Kao’s brands – Biore, Liese, Magiclean and Kate Tokyo in everyday relatable situations.
The video has already garnered more than 1 million views on Facebook, 7,300 shares and over 9,000 likes. On Youtube, the video has been watched over 159,000 times and trended at #9 spot at the time of launch. Public comments on the video across both Facebook and Youtube have called for Michelle to transform the ad into a full length movie.
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