Calpis, Japan's cultured milk drink brand, teamed up with advertising agency M&C Saatchi Malaysia to create a campaign around a superhero genre.
The objective of the campaign was to drive brand awareness, increase trial and loyalty among consumers.
Inspired by comic books, the agency and came up with a series of mysterious ads, in the form of movie posters, that ran in the newspapers. Outdoor ads were also put up featuring campaign ambassadors, Yuna, Zizan, Harith and Siti Nordiana as superheros.
These were huge billboards all around Klang Valley with the headline, "Coming Soon, April 2017". This sparked a speculation, they they might be starring in a secret movie together. Turns out it was an advertisement instead!
Watch the ad here:
Within the first week of the video's release, it garnered over 20,000 views on YouTube.
A+M has reached out for more information on the campaign.
This is not the first time Calpis has tried to attract its consumers' attention in a unique manner. Last year, Calpis launched Malaysia’s first singing GPS navigation with free traffic and navigation app Waze. The new capability allowed Malaysian drivers to download and hear Malaysian singer Yuna singing road directions to them.