StarHub partners with TBWA\Singapore to launch 5G Unlimited+ Plans and Hublings campaign
StarHub, in partnership with creative agency of record TBWA\Singapore, has unveiled “We Got You”, its new brand platform that embodies StarHub’s promise to deliver peace of mind through seamless connectivity. More than a campaign, it empowers people in Singapore to live freely and stay close to what matters most.
The launch marks a bold creative expression of StarHub’s commitment to being a telco that customers can rely on, showcasing how its brand promise comes to life through innovation, reliability and care.
In a category defined by speed and data, StarHub is shifting the conversation towards connection and peace of mind through its Hublings: a team of all-green characters who embody the brand’s quiet dedication of care and connection. They don’t speak, but their actions say everything about what StarHub stands for: charming, purposeful, and being there when it matters most.
“We Got You is more than a campaign; it’s our brand promise in action,” said Jun Shea, Vice President of Consumer Marketing, StarHub. “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”.
“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,” said Peter Khoury, Chief Creative Officer, TBWA\ Asia & Singapore. “The all-green characters are warm, playful and delightfully human, representing StarHub’s consistent and personal dedication to its customers. They bring the brand promise to life in a fun and memorable way, making it clear, simple, and unmistakably StarHub”.
The “We Got You” brand platform debuts alongside StarHub’s new 5G Unlimited+ Plans, a first-of-its-kind range of mobile plans that bring the brand promise to life through unlimited 5G local data, global roaming, and contract-free freedom. Designed to give customers seamless, worry-free connectivity wherever life takes them, the plans make peace of mind part of every connection.
In the campaign film, viewers are invited into the Hublings’ playful, behind-the-scenes world, where they work silently and passionately in the background to make every experience with StarHub effortless. Their quiet reliability captures the spirit of StarHub’s brand promise, reflecting genuine human care that customers can always feel, even when they do not see it.
“We Got You” also marks a milestone in StarHub’s ongoing partnership with TBWA\Singapore, which was appointed as the brand’s creative agency of record in 2023. The campaign is the first major expression of this collaboration and sets the tone for a new chapter in StarHub’s brand story. It will run across Singapore from 14 November 2025, spanning social media, YouTube, bus wraps, digital screens, and outdoor billboards.
Credits
Client: StarHub
Creative Agency: TBWA\Singapore
Production Company: FreeFlow Production
