The Friday Vietnam’s new spot for BE takes ride-hailing on a entertainment journey

The Friday Vietnam has released this campaign for BE, a super-app for ride-hailing services in Vietnam and Southeast Asia. The spot is set to the classic Strauss’s Radetzky March.

The new ad showcasing BE’s extensive availability of drivers for instant booking and delightful service via The Friday Vietnam.

Set to the melodramatic strains of Strauss’s iconic classical piece, the film takes us on a wild and fantastical journey. It portrays BE drivers as larger-than-life superheroes swooping in to save the day in over-the-top ways.

The commercial is a surreal piece of entertainment, featuring some truly bizarre moments. An auntie is whisked away from heavy rain and transported to her destination in a far-off galaxy. A young man embarks on a thrilling ride home aboard a driver who morphs his body into a therapeutic shampoo-tube motorcycle. Meanwhile, a hungry office worker is served mouth-watering dishes by a 10-arms-BE-driver.

“Overall, the ad is a trippy and imaginative representation of BE’s mission to provide top-notch ride-hailing services in Vietnam, with a large and reliable fleet of drivers at users’ disposal,” said Khoa Pham, Founder/Creative Director at The Friday.

“Through this mind-bending experience, we hope to leave the audience in awe of our instant and delightful service. Our goal is to solidify BE’s position as a better choice for those seeking the most amazing ride-hailing experience of their lives,” said Hoang Bui, Brand Manager – BE Group.

The campaign includes a 60-second version and a 30-second cutdown, and will be run on digital platforms, and outdoors.

Credits
Client: Be Group Vietnam
Creative Agency: The Friday
Creative Director: Khoa Pham
Art Director: AP, Hwang Choo
Copywriter: Trang, Hà Hà
Designer: Kei Chan
Managing Director: Tram Le
Account Manager: Nhi Bong
Account Executive: Thao Ho