MBCS and U Mobile celebrate everyday family moments in new ‘U Family’ campaign
U Mobile has partnered with MBCS, the media-fuelled creative content practice under IPG Mediabrands, on its new U Family campaign, celebrating the genuine, unscripted moments that define what family truly means.
The campaign captures the raw beauty of family life through a series of five heartfelt short films – from a father braving the rain to protect his child, to siblings laughing and crying over ice cream – reminding us of the laughter, chaos, and small gestures that make family life imperfectly perfect. Centered around U Mobile’s U Family Plan, which helps families stay closer with shared data and effortless connectivity, the campaign celebrates the true essence of connection
Shariar Ab Ghafar, Creative Director at MBCS, said: “We were inspired by the real, everyday moments that define what “family first” really means. To create something honest and relatable, serving as a true reminder of what really matters. Amidst all the big, grand gestures, what truly connects us are the small, unfiltered acts that happen when no one is looking. At the end of the day, it’s the people in our life who make it meaningful.”
Bernard Lee, U Mobile’s Head of Brand and Marketing Services, said: “Our goal was to remind Malaysians that before any plan or promotion, family comes first. It’s about the people who pick up the phone on the other side, the ones who matter most. Families don’t remember data or add-ons; they remember laughter, sacrifices, and those tiny, fleeting moments that make up life. At U Mobile, we want to be the brand that keeps those connections alive. Because when you put family first, everything else naturally falls into place.”
Running from July to January of the new year, the U Family Plan campaign invites Malaysians to rediscover the meaning of connection. The campaign tagline, “The best moments start with Family first,” ties back to U Mobile’s broader brand direction of championing human connections that go beyond technology.
With a further film ‘Leftovers’ released in December 2025/January 2026.
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