MANILA, PHILIPPINES — Streaming platform Prime Video has launched its second Southeast Asian brand campaign in Indonesia, the Philippines, and Thailand with creative support from marketing agency Superson. This time, Superson takes viewers on a trip down streaming wonderland with local “tour guides” Thai actor “Pae” Arak Amornsupasiri, Indonesian comedian Dustin Tiffani, and YouTube content creator Mimiyuuuh from the Philippines.
This creative campaign consists of three master films, 30-second TVC versions, and 12 standalone 15-second pieces directed by Ray Pakpahan, with Baliprod as the production house. Each standalone piece gives a different glimpse into the world of Prime Video, which has recently doubled down on its efforts in providing an array of Korean drama, anime, international content, and local originals.
“There is so much to see on Prime Video – whether you’re a Hollywood movie fan, a local film buff, an anime fan, or a K-drama enthusiast – there is truly something for everyone. We capitalized on Prime Video’s promise of delivering top-notch content and saw that there’s no better way to convey that than to take people on tour inside the service,” said Antti Toivonen, the managing partner and executive creative director at Superson.
Working with creative teams from around the region was crucial in bringing the idea to life. “An approach that works for the Thai audience would not necessarily fly with the Filipino viewers. Being local is everything. That’s why it’s so important to work with market-specific creative directors who understand the many nuances embodied in a culture so that our videos truly resonate with the audience,” added Antti.
The three local celebrity “tour guides” were cast for their personality and influence in their respective markets. While the premise of the advertisements was the same, it is clear from the output that all of them brought their own on-screen style and flavor into the work.
Antti added, “This project truly showcases what we are strong at collaborating with top talent using Superson’s specialist model and creating locally relevant work together. It was energizing to work with massively talented people from around the region, so this project was right at our sweet spot!”
CREDITS:
Creative Agency: Superson
Production House: Baliprod
Director: Ray Pakpahan
