Clients: BE GROUP
Agency: THE FRIDAY / Production house: FGS
-----------------------------------
Director: Le Hoang / Producer: Nissan Bui, Kane Nguyen
CD: Khoa Pham /AD: AP / Junior AD: Hy Vo
Designer: Nam Duong / Copywriter: Quynh Doan, Ha Dam, Hoang Anh

BE, Vietnam’s one of the most popular ride-hailing app, has teamed up with The Friday to launch a new campaign that’s creating a buzz across the country. The campaign positions BE as a super app, offering a comprehensive range of services. These include ride-hailing, food delivery, package delivery, and ticket booking for trains, planes, and more.
Building on BE’s familiar superhero motif, the ad immerses viewers in a vibrant Asian pop culture landscape. It blends ’90s Hong Kong music, Stephen Chow-style comedy, Vietnam disco dancing, anime, and K-pop, all set within a distinctly Vietnamese context. For Asian viewers, this cultural mashup will likely resonate deeply and instantly.
Though packed with diverse pop culture elements, the ad cleverly unfolds through a series of continuous, humorous situations over its two-minute runtime. Viewers are kept on their toes, unable to predict the next twist as the five BE superheroes loyally shadow the protagonist, acting as a team of capable sidekicks. Through this superhero squad’s antics, BE’s features are ingeniously showcased.
KEY VISUALS
BACK TO THE WORK
↑Back to Top