Initiative & SDAC Ford’s catchy tunes bring more than you expect this Raya

Initiative, the media agency within the IPG Mediabrands network, has launched its latest campaign for the sole distributor of Ford in Malaysia, Sime Darby Auto Connexion (SDAC), to commemorate the Raya celebrations.

The Ranger Raya music video with the theme ‘More than you expect’ was done in partnership with KOL Chubb-E.

The release intends to send Raya wishes to consumers as they make their way back to their hometowns (balik kampung), while sharing key safety and product features of the Next-Generation Ford Ranger.

Darren Yuen, Chief Executive Officer of Initiative said, “Amidst the Raya videos that fall on comedy, and the majority that pull on your heartstrings, we’re excited to be a part of something that cuts through the noise and is culturally current and relevant.

The team has pulled together a dual language music video that speaks to the younger generation with its street-cred lyrics – think fleek and lit – and leverages on the popularity of Chubb-E who has a strong following with Malay grassroots.”

The lyrics were written and composed by Chubb-E, who also performed and produced the video. The 23-year-old digital artist is well-known in the Malaysian media scene and as a digital influencer, singer, and composer.

Queenie Tham, Head of Marketing Communications at Sime Darby Auto Connexion-Ford said, “We wanted to show the Next-Generation Ranger in a new light this Raya, how it can play a part in so many aspects of your life, being truly more than you expect in a pickup truck.

Next-Gen Ford Ranger and Raptor have many first-in-class and best-in-class technologies and features suited for the dynamic lifestyle of society today.

The Initiative team and Chubb-E have really done a wonderful job to translate our key messages into a catchy, trendy song that is more than just a jingle.”

Complementing the music video, a week-long radio campaign has launched on ERA FM and with Astro Lifebytes to promote Raya safety messages during the festive period and educate listeners on the Next-Generation Ranger features.