Viettel 5G’s ‘Uncle Badass’ turns Lunar New Year road trip into a celebration of modern families
The Friday Vietnam has created a new Lunar New Year film for Viettel 5G, titled Uncle Badass, which grabs attention by breaking the usual advertising playbook. The story follows an uncle from northern Vietnam who sets out to visit his family when they can’t make it home.
What unfolds is a humour-driven road trip that quickly resonated on social media. Along the way, he plays games with middle-schoolers, accidentally climbs Vietnam’s highest mountain, loses his belongings at the beach, and continues part of the journey in outfits borrowed from drag performers. The comedy feels natural, rooted in curiosity, warmth, and character.
Beneath the laughs, the film reframes the Tết holiday, not as an act of returning, but as one of reaching out. This subtle shift connected with audiences who see their own modern families as scattered, busy, yet deeply connected.
The campaign highlights communities rarely seen in mainstream ads, with drag performers, tattoo artists, gamers, and floating market vendors shown as everyday people the uncle encounters on his journey.
Notably, this cultural openness felt especially bold coming from Viettel – Vietnam’s largest telecommunications provider, often perceived as traditional. Viewers praised the brand for evolving its voice, describing Viettel as more youthful, humane, and culturally attuned than ever before.
Viettel 5G’s Uncle Badass did not set out to redefine Lunar New Year. Instead, it reflected Vietnam as it is today – diverse, open-minded, and quietly changing.
