It’s a shameless parody of influencer marketing and branded content. A hilarious commentary on Singapore (pros and cons). And a brilliant way to reach millennials.
DenkiTenki, the production arm of independent creative agency UltraSuperNew, has created the wacky online music video, What the Fox, Singapore?, for Apple Fox Cider. It’s a wild ride, mixed media animated who’s who of Singaporean influencers and misfits, packaged into a catchy song which references social media scandals, viral content and trending topics.
The film’s cast features those who regularly embrace and celebrate their mischievous or weird natures, and have made memorable moments and news – influencers, YouTube personalities, online music stars, actors, nightlife-lovers and comedians.
The film references stories such as oBike closing down, the controversial SGInstababes Patreon page, Singapore’s slightly comedic obsession with covered walkways, a curious bus bench theft, and the bizarre S Hook Lady.
“Launching a new product in a market like Singapore can be tough, which is why we went to extreme lengths to create something that stops people in their tracks. We want our content to make young millennials ask ‘WTF?’ at every turn, aligning with our tagline, What the Fox,” explained Raine Lim, brand manager of Apple Fox Cider.
Inherently Singaporean characteristics that often provoke a WTF! reaction also feature in the film – the very noisy Koel birds Singaporeans wake up to every morning, complaining about how expensive Singapore is, Singapore’s obsession with salted egg things, forum letters in newspapers, and much more.
“Creating a strange but fun music video while establishing a new world of branding for AFC made us feel like kids in a sandbox. Reflecting and celebrating recent events and insights integral to the hearts of Singaporeans were fascinating to see together too. It was a great reminder that Singapore is a very mischievous place full of lovable misfits,” noted Marc Wesseling, chief executive officer of DenkiTenki.
The soundtrack was created by underground heavyweight producer, Fauxe, with rappers, Mediocre Haircut Crew, and features folk singer-songwriter, Annette Lee.
Stars of the film:
Singaporean Singer-Songwriter & Actress/Content Creator for SGAG. She is best known for her appearances in the popular Singapore media platform SGAG’s comedic videos under the personas, Sue Ann, and Suezanna Chole Tan. She released her debut electro-folk EP in 2017.
Mediocre Haircut Crew
Underground Singaporean rappers, omarKENOBI, mickeyLEANO and daniKIDDO, are known for their with high octane energy and awful hairdos. Fresh out of NS, they just featured at Neon Lights Festival.
One of Singapore’s most loved and viewed YouTube personalities since 2010. Mischievous in the way he attracts attention and creates content, he made headlines this year for his social experiment video where he attracted ire and hate from fans of the KPOP band BTS, also known as the BTS Army.
Jun Vinh Teoh
Bilingual Malaysian actor-singer, educator, and theatre-maker most famous for his role in the webseries, The Average Guys.
Kok Wei Liang
Quirky musical comedian and poet. He does absurdist, observational comedy and comic spoken word with a cheeky, irreverent bent. He has entire set pieces about Facebook, cat-fishing, the future of women in hip-hop, Beyonce’s Formation, and The Little Mermaid.
Two Singaporean male fans of My Little Pony, often known as Bronies.
Cosplaying Grandmother – Auntie Shirley
A 70 year old cosplayer, well-known one among the cosplaying community in Singapore who affectionately calls her Aunty Shirley.
Dancer from Local Nightlife Nights
Cat Cortes is a regular nightlife dancer and music-lover who’s also senior programme executive on Singaporean radio stations.
Singaporean House & Techno DJ
Regular dancer and nightlife lover, seen at Singaporean parties like HQ and TUFF CLUB.
Nicol Shaquila Hunt
Photographer and nightlife lover at local party nights such as HQ.
Edwin Goh of the Annoying Brothers (Circus Group)
One half of circus comedy duo The Annoying Brothers, recently making an appearance on Asia’s Got Talent 2017. The duo performs at Orchard Road and Clarke Quay regularly and has been featured in various festivals in Singapore.
Popular, funny guy from NUS Business and Cleo Bachelor 2018. Part of popular YouTube channel, BornChildren.
Popular influencer and musician from SMU, participated in SMU Waikiki (Sports Pageant) and is the founder of KREI Digital, a creative startup.
Singaporean artist who controversially pasted gold foil on a staircase at an HDB block last year and came back to hang gold coloured sheets on the parapets.