The Friday and BE’s new film transports viewers back to Asian pop culture of the ’90s
BE, Vietnam’s most popular ride-hailing app, has teamed up with The Friday Vietnam 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.
“The biggest challenge was to communicate the five key services of the super app while making the ad appealing to users across multi-demographics. This led to the heavy use of pop culture elements,” said Khoa Pham, Founder & Creative Director at The Friday. “Our ambition was for people to share the ad like they would share a trending TikTok video.”
“As one of Vietnam’s most beloved brands, BE competes not just with other ride-hailing & food delivery services, but with pop culture and content creators as well. By positioning ourselves as an Entertainment Brand, we’ve significantly boosted our visibility on social media over the past few years, especially in this campaign. Each feature of the BE super app has been effectively showcased, sparking lively discussions across Vietnam’s major social networks—from Facebook and TikTok to YouTube and Threads,” said Hoang Bui, Group Brand Manager at BE Group Vietnam.
The campaign launched in Vietnam with a 2-minute film that instantly grabbed audiences’ attention. It then followed up with various on-ground stunts that set TikTok abuzz in recent days.
Credits
Client: Be Group Vietnam
Creative Agency: The Friday
Creative Director: Khoa Pham
Art Director: Phuong Vo
Copywriter: Quynh Doan, Ha Dam, Hoang Anh
Designer: Hy Vo, Nam Tran
Managing Director: Tram Le
Account Manager: Nhi Bong
Account Executive: Thao Ho
