Lazada is one of the fastest-growing online retailers operating across Southeast Asia.
Mother’s Day videos tend to be sappy and overtly sentimental. To promote Lazada’s Mother’s Day offers, we went the other way.
Working with local indie director Jasper Tan aka Vadbibes, and in-demand influencers Youtiao666, USN produced a parody of run-of-the-mill Mother’s Day ads. Done in the form of a stylised rap music video featuring a cooler-than-thou mum who nags lyrical, the video implored viewers not so subtly to skip the niceties and buy their mums something.
It went viral within days, reaching 351k views on Lazada’s Facebook page alone. Social media engagement of the brand went up by an incredible 10,000% over the week the video was live.