The campaign shifts the emphasis away from data and speed comparisons, instead centring on the idea of connection and peace of mind. Central to the creative execution are the ‘Hublings’, a set of green characters designed to personify StarHub’s promise of dependable service. The characters appear throughout the campaign as silent, supportive presences intended to reflect the brand’s commitment to making everyday digital interactions effortless.

Jun Shea, vice-president of consumer marketing at StarHub, said, “We Got You is more than a campaign; it’s our brand promise in action. In our hyperconnected world, we believe staying connected should be simple, seamless, and worry-free. Our new 5G Unlimited+ Plans and adorable Hublings aim to deliver just that.”

The campaign also includes a film that depicts the Hublings carrying out tasks in the background to support customer experiences, reinforcing the theme of quiet reliability. 

According to Peter Khoury, chief creative officer for TBWA\Asia & Singapore, “At its core, ‘We Got You’ is a brand promise of care and connection, and the Hublings are our creative way of personifying and showing that in action. The all-green characters are warm, playful, and delightfully human, representing StarHub’s consistent and personal dedication to its customers.”

Meanwhile, the launch coincides with StarHub’s 5G Unlimited+ plans, which the company describes as offering unlimited 5G local data, global roaming, and contract-free options. The plans are intended to provide users with more flexibility and a worry-free experience.

‘We Got You’ also marks a significant output in StarHub’s partnership with TBWA\Singapore, which has been the company’s creative agency of record since 2023. The campaign will roll out across Singapore from November 14, 2025, appearing on social media, YouTube, bus wraps, outdoor placements, and other digital formats.

The post StarHub rolls out ‘We Got You’ campaign highlighting seamless connectivity appeared first on MARKETECH APAC.

Titled ‘The Sound of Singapore Airlines: A melodic journey awaits’, the new 30-second film captures the SIA Business Class cabin in a charming, handmade music box that takes the shape of a suitcase, bringing viewers on a trip through scenic landscapes and vibrant cities, accompanied by the airline’s signature melodies to evoke fond memories of travelling with Singapore Airlines.

Created in collaboration with Copenhagen-based director Marcus Møller Bitsch, the film’s handmade music box is inspired by the airline’s Business Class cabin. Each prop, including the iconic SIA cabin crew sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline.

Speaking about the project, Bitsch shared, “When I got the brief, I immediately thought it was a fantastic opportunity to use stop-motion animation to show the attention to detail and dedication that Singapore Airlines strives to bring to their customers.”

Meanwhile, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, commented, “With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craft making to weave a sensory experience through music. We’re thrilled to witness this film come alive.”

The post Singapore Airlines evoke melodies of wanderlust in latest animated campaign with TBWA appeared first on MARKETECH APAC.