Friends\TBWA Bucharest are taking full advantage of the Romanian language with this comedic rap video for their client Rigips Saint-Gobain and new product Supertop plaster. “Glet Rich or Die Tryin’” is a pun on the local word for ‘plaster’ – and the video sees a crew of tradesmen celebrating the product with lyrics as smooth as a freshly-skimmed wall.

The agency recruited local comedians to play the part of the plasterers and builders. Speaking to local Romanian publication IQads, the creative director Eugene Suman said that brief from the client afforded the team a lot of creative freedom – the only restriction was that the video needed to be at least two and a half minutes long and needed to include all of the key product benefit.

Marketing Manager Oana Davidoglu said that she admired the ‘courageous solution’ that the agency came up with and so her team didn’t feel the need to interfere with the strategy – resulting in a surprisingly quick turnaround. Internally, the team at Saint-Gobain Rigips Romania has embraced the track and the video.

Since its launch in the summer, the video has garnered over 1.4 million views on Youtube.