Understanding the local culture for a retail campaign? Powerful. Adding off-the-wall satire to that understanding? Priceless. GIGIL and director, Kiran Koshy, have built Singapore’s famed Lobang Queen (bargain-hunting auntie) mentality into two minutes of increasing hilarity for GRAB Mega Sale.

A demure shopper spots a spectacle frame she likes and enquires about its price just as the GRAB app alerts her about the GRAB Mega Sale and its deals. It turns her into a Lobang Auntie, who proceeds to aggressively haggle with the unrelenting salesman in colloquial Singlish.

It stands apart from classic sale advertising and it’s eminently entertaining. It’s sure to be an advert Singaporeans remember during the crowded year-end and holiday a shopping sale season.

Credits

Client: GRAB Singapore

Production House: Director’s Think Tank / Think Tank Manila
Director: Kiran Koshy
EPs: Pete Singh and Mela Valdez-Diaz
Broadcast Producers: Sasa Abella & Denise Elizon
DOP: Kenz Koh
Assistant Director: Jeremy Zainal

Editor: Daz 
Grade & Post-Production: Tank3

Agency: GIGIL, Manila
Creatives & Founding Partners: Badong Abesamis & Herbert Hernandez
Managing Partner: Jake Yrastorza
Group Creative Directors: Soleil Badenhop & Jeano Cruz
Creative Director: Leslie Chua
Associate Creative Director: Sam Mateo
Junior Copywriter: Iby Castro
Senior Art Director: Justice Gravador
Junior Art Directors: Haui Sacay & Rio Estrellado
Post Production Specialist: Joseph Linga
Head of Art: Ronchris Cosme
Strategic Planning Director: Nanais Hernandez
Senior Strategic Planner: Justin Kingsu 
Social Media Analyst: Fritz Dalawampu
Client Success Director & Partner: Micco Balana 
Account Team: Marvin Cortez, Robert Pabiling, Jordan Chua & Soph Mañalac