StarHub creates music 'band' with 6 of the world's fastest individuals

StarHub has released a new spot featuring what it touts as six of the world’s fastest human beings, conceptualised with BLKJ. This is to show it has the fastest unlimited network, based on recent OpenSignal’s recent findings.

The spot sees six individuals who are fast in their own categories, opening with the viral internet sensation Backpack Kid Russell Horning performing the floss dance. He first shot to fame in 2015 for his signature dance move - flossing, which rose to popularity this year, having been featured on online game Fortnite. The dance also replaced the previously trending "dab" dance.

Other individuals include Antonio Domingos (the world’s fastest pianist), Satoyuki Fujimura (the world’s fastest finger snapper), Sadatoshi Watanabe (the world’s fastest bum skipper), Muhammed Rashid (world’s fastest head-smasher) and Tony Valente (world’s fastest nunchaku master).

In the 60-second music video, the sounds from the quick actions produced from each "band member" is mashed together to produce a "supercharged symphony". Watch the spot here:

Since its posting, the spot has garnered over 28,000 views, 312 reactions, 214 shares and 69 comments at the time of writing.

Netizens also praised the ad for being creative and well made. In addition, the ad was given a shout out by Horning, who received 181,450 views for the spot on his Instagram account at the time of writing, which has 2.1 million followers.

The spot is part of an integrated campaign which includes multiple pieces of content introducing the band, leading up to the main film. In addition to print, outdoor, TV and cinema, the campaign will also feature a series of Facebook pre-rolls as well as Instagram stories and polls, running island-wide over the next few months.

In a statement to Marketing, Rowena Bhagchandani, CEO and co-founder of BLKJ, said that the brand and agency chose to feature the Internet famous as opposed to traditional celebrities. She explained that all of the band members are YouTube or Instagram famous in their own right.

"We took a social-first approach for this campaign. A strategy that we believe reflects shifts in consumer tastes and behaviour. Instead of creating one big film and pulling it down to multiple cutdowns, we created multiple pieces of content that pull up to that big film," she added.

Most recently, StarHub launched its #TogetherWeCan campaign in celebration of Singapore’s 53rd birthday. This includes a spot which showcases five inspiring Singaporeans, in a bid to honour the can-do and never-give-up Singapore spirit.

Campaign credits:

Co-founders and creatives: Khalid Osman and Lester Lee
Creatives: Sid Lim (creative group head), Michael Chin (senior copywriter), Rachel Chew (senior copywriter), Christine Lim (art director), Cheryl Chu (art director)
Account team: Rowena Bhagchandani (CEO and co-founder), Vivien Foo (senior account director), Tan Yan Ting (senior account executive), Sherdale Goh (senior account executive), Kimberly Chen (account executive)
Producer: Emily Teng, Hidayah Asari

Abundant Productions
Main Film
Director: Peter Lee Scott
Assistant director: Cassandra Boh
Senior producer: Yarshini Sivanathan
Director of photography: Alan Yap
Steadicam operator: Koji Scott Ishida
Prop master: Janice Koh
First camera assistant: Leslie Tan
Second camera assistant: Ivan Chong
Sound recordist: James Choong
Makeup artist: Karen Lai, Casey
Production assistants: Rendy Yao, Clarence Chow, Kenny Koe

Director: Clovis
Producer: Daniel Yusoff
Director of Photography: Shah

Offline editors: Tim, Sihui Chua
Online editor: Owen Lim
Colorist: Rob

Photographer: Brendan Zhang
Production house: Verb Production

Composer: Rennie Gomes
Audio house: YellowBox

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