GrabUnlimited taps viral creator Ian Mark to reframe saving in new GIGIL campaign

Grab Philippines is encouraging consumers to rethink what it means to save money with a new campaign for its GrabUnlimited subscription, using humour and one of the country's most recognisable viral creators to challenge traditional cost-cutting habits.

Created by independent creative agency GIGIL, the campaign centres on the familiar Filipino expression "tightening one's belt" - a phrase commonly associated with spending less during difficult times. Rather than treating the saying as a metaphor, the campaign brings it to life through a literal comedy narrative starring viral internet personality Ian Mark, whose trademark tightly fastened belt and energetic pitik dance moves have earned him widespread online popularity.

The campaign supports GrabUnlimited, Grab's subscription add-on that provides members with discounts across services on the super app. It aims to shift perceptions that app-based services are discretionary spending by positioning them as a practical way to reduce everyday costs without sacrificing convenience.

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According to the campaign, many Filipinos respond to economic pressure by walking instead of booking rides, cooking instead of ordering food, or taking additional steps to save a few pesos. While these choices may appear cheaper upfront, the campaign argues they can also come at the expense of time, comfort, energy and peace of mind.

Building on that insight, GIGIL developed a creative platform around the idea that genuine savings should ease life's pressures rather than make them more restrictive.

The film follows Ian Mark as he sets out to satisfy a craving for chicken wings. Each attempt to save money the difficult way causes his belt to tighten further, transforming a simple errand into an increasingly absurd physical struggle. As the tension escalates, Ian Mark splits into two versions of himself: one trapped by an overly restrictive approach to saving, and another that introduces GrabUnlimited as a simpler alternative.

The spot concludes with both versions of Ian Mark enjoying their meal alongside two Grab riders, ending with his signature pitik dance.

By combining cultural familiarity with internet humour, the campaign illustrates GrabUnlimited's proposition that smarter savings should reduce everyday friction rather than add to it.

The campaign's production was handled by Provill, post-production by Greenroom Digital Studios, and audio by Wonder Collab Studios. Director Alvin Chan led the film, while Grab Philippines' marketing team was headed by country marketing head Bea Bravo, alongside regional creative director Hex Ng and the wider One Grab and loyalty marketing team.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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