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Bronies and Cosplay Aunts Ask 'WTF?' in Musical Singapore Cider Spot

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UltraSuperNew's production arm DenkiTenki creates wacky ad for Apple Fox Cider filled to the brim with Singaporean influencers

Bronies and Cosplay Aunts Ask 'WTF?' in Musical Singapore Cider Spot

Need a reminder to celebrate Singapore’s weirder side as we say farewell to 2018 and hello to 2019? Look no further. Asia Pacific Breweries launches its new cider range, Apple Fox Cider with online music video ‘What the Fox, Singapore?’. A hilarious reminder to look back, look ahead and drink cider while recalling local WTF moments.

Created by DenkiTenki, production arm of independent creative agency UltraSuperNew, the film is a mixed media animated ‘who’s who’ of Singaporean influencers, people who stumbled into the limelight and relatively unknown mischievous misfits. The weird, the wacky, the downright crazy all packaged in one catchy song which references social media scandals, viral content and trending topics.

The film’s cast feature those who regularly embrace and celebrate their mischievous or weird natures, and have made memorable moments and news. Influencers, YouTube personalities, online music stars, actors, nightlife-lovers and comedians all star!

The film references stories such as oBike closing down, the controversial SGInstababes Patreon page, Singapore’s slightly comedic obsession with covered walkways, a curious bus bench theft, and the bizarre S Hook Lady.

“Launching a new product in a market like Singapore can be tough, which is why we went to extreme lengths to create something that stops people in their tracks. We want our content to make young millennials ask ‘WTF?’ at every turn, aligning with our tagline ‘What the Fox’,” said Raine Lim, brand manager of Apple Fox Cider.

Inherently Singaporean characteristics that often provoke a 'WTF!' reaction also feature in the film. For example, the very noisy Koel birds Singaporeans wake up to every morning, complaining about how expensive Singapore is, Singapore’s obsession with salted egg things, forum letters in newspapers, and much more.

“Creating a strange but fun music video while establishing a new world of branding for AFC made us feel like kids in a sandbox. Reflecting and celebrating recent events and insights integral to the hearts of Singaporeans were fascinating to see together too. It was a great reminder that Singapore is a very mischievous place full of lovable misfits,” said Marc Wesseling, CEO of DenkiTenki.

The film is set to a catchy soundtrack by underground heavyweight producer Fauxe, appers Mediocre Haircut Crew, and features folk singer-songwriter Annette Lee.

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Creative Agency

Creative Agency: DenkiTenki

Client

Advertiser: APB

Brand: Apple Fox Cider

Genres: Music performance, Comedy, Visual VFX, People

Categories: Cider, Alcoholic Beverages

UltraSuperNew, Mon, 07 Jan 2019 20:24:56 GMT